I'm a coffee snob. I absolutely despise coffee for the masses. The watered down stuff you get in most fast food restaurants and gas stations. Coffee isn't meant to be nasty bitter and see through. Usually that means it's got too much water and has pulled out a lot of other bitter flavors from the grounds. I don't like the canned coffees (Folgers, Maxwell House), they just tend to taste funky or stale to me unless the can is just opened, except for maybe the Cafe Du Monde brand. Got a taste for coffee with chicory and raw sugar down in N'awlins and haven't found the proper ratio to make it myself like I had it down there. The Cafe Du Monde coffee is the closest I can get without moving south.
I get whole bean and grind it myself. My absolute favorite brands to get are Crimson Cup brand or, when I can get down there, Whole Foods brand. Whole Foods roasts it right in the store in small batches daily, so you can go in and get an Extra Dark French that's been roasted that day or the day before. The darker the better for me too. I love the dark roasts. I have a French Press to take best advantage of my dark roasts, though I do use my coffee pot frequently and grind the beans as far as I can safely get them to work in the pot.
If the coffee doesn't taste rich and have a certain feel in the mouth you can keep it.
I'm a massive fan of Good Eats on the Food Network and Loved the coffee episode. He's got a lot of good info on there as to why a lot of coffee people make is bitter. The more water to beans you add, the more bitter resins and stuff that you don't want from the beans get pulled out. It's the same problem as over soaking and squeezing out tea leaves. He also has a good tea episode too BTW.
I drink three cups throughout the day, most days, but if I travel, it could be more. I get heartburn all the time. Eating bread gives me heartburn. Heck, drinking water gives me heartburn, so if the coffee gives me heartburn, I couldn't honestly tell.