Because you haven't dipped a cookie or piece of bread in it, I guess

See, you consume the dipped cookie or bread, you say "mmm, so yummy" and then you sip the coffee (without sugar, you must be sure that the coffee is at just the right point, not too hot, not too cold, its "umami point") and then feel relieved from all that symphony of flavor and emotion.

Try it, it's a worthy experience