In a world where over half of everyone prefer tea to coffee, over half of everyone also prefer instant coffee to wonderfully fresh-roasted coffee, according to a new report by Euromonitor International. Even in Mexico where great coffee grows in the streets and children suck on sun-roasted beans between baseball games, people see instant coffee as the affordable choice for their active lifestyles.

But I don’t care. Live and let live, I say. Maybe they don’t have a few minutes to brew a cup of joy for themselves. If that’s the case, they might enjoy throwing back their insta-junk in pop-up paper mugs from Nescafé.