I take offense to this line. Roasting is a very complex thing, you have to adjust the roasting curves to each coffee individually for optimal results, to get the best out of it. There's more coffee than you might think.
Search for Specialty Coffee and the Specialty Coffee Association. You may also watch some of James Hoffmann's videos on youtube. He's the World Barista Champion of 2007 and has his own roasting company. Coffee doesn't have to be bitter or taste burnt, it can be fruity and sweet. There are more tastes to be found in coffee than in wine. In addition to that, the community is not filled with as many snobs as the wine community and there's a lot of science being done on all kinds of things (for example by the Coffee Excellence Center in Switzerland).