I don't know what culture you're referring to, but it certainly isn't one I live in. People who want plain coffee order black coffee all the time, though usually they order coffee with cream or with milk or with creamer, to specify which they want. There are definite differences in taste and texture. Though, around here, they use latte-speak most of the time because your average person isn't into plain coffee (Americano, brewed, or drip) at all. We talk about grandes and mochas and double-shots and things like that. Plain coffee is generally seen as the last resport of the desperate. Me, I take tea. With cream. Though sometimes I take it black.