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it's not destroying the flavour of coffee, but additives will disguise the more subtle flavours.

The idea of buying expensive coffee is to taste the coffee, not the cheap sugar, milk or chocolate.

Chocolate is in a similar flavor profile so it does mask something from the coffee. But a small amount of dairy really doesn't mask much, except perhaps in highly acidic brews. Sugar does nothing to cover the flavor of coffee unless it's in quite large amounts (which, yeah, Starbucks does that).

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