I don't think I've ever heard anyone rave about an instant coffee. I may have to try it now.
We've been using Folger's Black Silk for a long time now. My wife and I both think it's perfect.
Once worked on an IT project with a guy 25 years ago who had a side-business supplying coffee to businesses for their employees. He told me that when you go into these coffee trading houses, they have tons and tons of #100 sacks of coffee piled everywhere, graded on some sort of quality spectrum. All the buyers are buying from the same piles of beans; there's no Folger's pile, Starbucks pile, etc. He said don't pay attention to the brand, price, marketing, nothing. Just go by taste and buy what tastes good. And sometimes the grocery store brands accidentally get good quality beans and roasting, and there'll be a multi-month jag of excellent coffee in a generic can. I caught a wave once where Walmart's Colombian variety was super high quality for over a year, and then it pooped out. I should have bought cases of the stuff!