Partly because we have "real coffee" here in Portugal (expresso, a cultural import from the Italians via the Cimbalino series of coffee shop hardware, IIRC), partly because a long mug is better suited to winter, and partly because I am back working 90% with British folk, to the extent where we can compare blends...
But, overall, it suits me better. Takes longer to drink, does not mess with my stomach in the mornings, and smells great.
(Mind you, we do not consider American-style coffee to be "coffee" in the strictest sense of the word, because it's too processed/diluted/mixed).