Because bitter is better.
When we are born we don’t like bitter things because we are just stupid, dumb babies. But, as we get older, we pretend to like things we don’t actually like so we can look cool. Cigarettes. Film Noir. Leonard Cohen. Then one day we start to like those things for real. Although initially confusing, what we’ve just experienced is the transition from stupid baby to style god. Fortunately, no matter which side of the line you’re on, this drink – in all its bitter glory – will either help you get there or stay there.