Instant coffee isn’t the same as coffee, and that’s the appeal
I think of it like this: a delicious burger from Burger King can’t be compared to a Michelin Star burger prepared by someone with a French-sounding name in one of those tall paper hats. A burger from Burger King is, by all accounts, a Burger King burger: cheap, easy, and tasty in its own way. Café Bustelo instant coffee isn’t coffee, it’s Café Bustelo.
Instant coffee simply cannot compare to an expensive Americano made from those beans that little Indonesian cats poop out. They're fundamentally different things.
I love it, because it tastes sublime
Going back to the burger analogy, not all fast food meals taste good… Café Bustelo tastes amazing. It’s thick, syrupy, rich, and strong. It’s a taste that continuously wines and dines my taste buds and buys them a taxi the morning after.
You can drink it black, with milk, or -- how I like it -- with a little bit of condensed milk. Don’t trust my preferences, though; I’d drink a tall glass of condensed milk every single day if it was socially acceptable.
And, damn it, why shouldn’t you love something because it tastes good?!