They want to take bitter away. Don't they get it? Bitter is important. They want us to only have the easily enjoyed sweet and salty, and maybe a mild sour. Bitter signifies something. It is an evolutionary asset, the ability to recognize bitter. It is associated with potency in herbs like ginseng. Bitter adds character and is essential to things you learn to love, like coffee (ok, I hate coffee) and flavorful beer. My grapefruit juice shouldn't taste like orange juice. Don't homognize my food. I hate this kind of thing.