If you have good quality coffee beans, the taste isn't as bitter. I've had amazing coffees from beans that were so rich in flavour that I didn't feel the need for sugar

I only put sugar in sub-par coffees or instant coffee. I don't know what the hell this cream fascination is...
My coffee of choice is a long or short macchiato, I used to order lattes or cappuccinos but I've become a little intolerant to dairy