I don't understand the popularity of Starbucks. The coffee is overpriced, and I think it tastes awful.
This goes back to what the top comment in this thread said, though. Starbucks coffee is terrible specifically because it's roasted specifically to be good for making sugar bombs. Think about a latte, where even with a double the coffee taste is subtle. When you put as much sugar and milk into a drink as Starbucks does, the only way you can taste the coffee is if it's burnt to hell.
I think this study is just capturing the fact that most people have lousy senses of taste and smell. That's why Starbucks and IPAs are popular - most people can't tell they're drinking garbage.
IPAs as a body are very different from Starbucks. Yes, there absolutely are crap ones which are essentially the same thing, just throwing ingredients which produce big flavors at the beer, but there's also IPAs which have many subtle flavors which resolve on the palate over time. In its heyday, the Russian River Brewing Company's Pliny the Younger exemplified this; I was living in Lake county at the time, and I'd go enjoy them regularly. Another potentially great one, although it's very variable so it's not always amazing, is Black Diamond's Rampage. Weirdly, Sierra Nevada actually has several excellent IPAs all of a sudden, which is very welcome because IME Lagunitas Brewing (which was my prior goto) has become fairly insipid. They do still have one great beer called "A Little Sumpin' Extra!" but I never see it. These days I am mostly drinking Sierra's "Hazy IPA Pack" 12 packs, of which my favorite is probably "Hoppy Little Thing IPA". They also have or had another mixed 12 pack of IPAs where my favorite is "Dank Little Thing IPA", that's probably my favorite Sierra of all time.
You don't have to like IPAs, I'm not mad about it or anything, but I do think IPA hate is silly. I've been to dozens of beer festivals (I stopped going when they got expensive, but I went to basically all the ones even vaguely nearby for years) and tasted somewhere between hundreds and thousands of beers, so I like to think I've got a fairly educated palate in this department, and I still enjoy IPAs the most. Shitty ones are shitty, but that's true of all beer styles.