Personally, I like it, and was worried with the majority reviews claiming it tasted discusting, skunk, puppy breath, etc, that I'd be yet again disappointed in a juice flavour, lol.
To ME, it has a taste of deep roasted coffee bean with a slight burnt taste to it, like it would be drinking a strong "black" coffee (I'm a tripple tripple coffee drinker with 18% ceam and normally hate black coffee).
So, I guess this just further proves that tastes truly are subjective to the individual.
I also like this flavor. It does taste more like chewing on a coffee bean than brewed as another member mentioned earlier in the thread (I do this as well so +1). As mentioned earlier this does tend to stay in the atomizer so I have 1 that I only use for coffee.