For some reason I think of it as an older concept. Now Starbucks and coffee chains are popular.
Seinfeld on instant coffee https://youtu.be/uDrh5pujB9I?si=VdlVEREjMTNd2Bs7
Highlighting carlcook’s advice:
dissolve in cold water, ONLY THEN add hot water. The rationale behind it is that aromatics evaporate too quickly when the instant powder is infused with too/boiling hot water.
It’s about balance of flavor for a specific treat. I consider it more of a dessert coffee. I won’t argue that it’s nutritionally a nightmare.