"Why can't it just taste like coffee?"

This is a question we get asked sometimes, and it's a hard one to answer because the question itself is flawed.
The flavour that most people associate as being "coffee" is actually the taste of the roast. It's like eating burnt food, all you can taste is how it was cooked, not the food. Coffee is the same.
Many factors come into play for the potential taste of a coffee; the coffee variety, what country it was grown in, the type of soil, what the weather was like while it was ripening, how the coffee was processed, how it was stored both green and roasted. All these things will impact the resulting flavours in a cup of coffee.
So if you can smell floral aromas, can taste juicy fruit notes, have a lingering sweetness that makes you want to have another cup, then rejoice! You are absolutely tasting that coffee, not just how it was cooked.