Honestly, I do not understand the sugar with coffee thing. Coffee should taste like ... well, coffee.
I also take solace knowing that I am drinking one of the few things available, along with tea and water, that is unsweetened -- organically or artificially.
When I first joined this thread I was just drinking plain espresso. Since then I've taken to adding some milk and hot water. The flavors that are left over are strong and very coffee. But, the milk takes away some of the aspects of espresso that I don't enjoy as much. It's kind of like having cheese when drinking red wine or adding an ice cube to my scotch (though never with my Ardbeg).
So, even though it's not pure coffee, my pride is intact. If I think to add sugar, I instead grab some coffee ice cream out of the freezer.