I'm pretty sure it's because of the Cocaine they put in it.

It's the flavor mainly. It's supposed to have Pinion nut extract in it or something and although I have never actually tasted a pinion nut,that is what I believe is the deciding factor. That and the fact it's light roast.I go for the caffeine when it comes to coffee and don't really care for the taste of darker roasted coffee's. But still I'm pretty sure it's the Cocaine.