This doesn't even look like coffee, though.
My cup of camomille tea has a stronger colour...

They dont talk much about their drip coffee.

Theres a few paragraphs on their instant coffee, how they were chosen and prepared.

For the drip, they just vaguely mention that they had some coffee laying around. No mention of whether this was whole bean, ground fresh, roast level, brewer, papers or recipe.

Always glad to hear about any form of coffee being elevated. I'll have to try some of these newer options. That being said, a quality instant being better than a folgers preground drip is a pretty low bar. It's easier than ever to make a good pour over. There are good travel and at work options even. A good thermos also goes a long way. Personally I just don't find myself often wishing I had some good instant coffee I could whip l up. With a small amount of planning you can usually do better.

Feels like a lot of effort for supermarket coffee.

Instant coffee has a place, as an ingredient in coffee based foods. Comparing instant to grocery brands is like comparing the taste of dog shit vs racoon shit.

I'm not a coffee snob. If instant could give me the ethiopian blueberry I crave I would be on it in a heartbeat. Until then...

I live in colombia. A country known for the amount of coffee grown.

Everyone (except for a few coffee snobs) drinks instant coffee, black and sweet. They call it tinto which is weird because i learned tinto as red wine but spanish is weird like that.

Honestly the instant coffee here is just as good as most other coffee i’ve had. We even have our own blend of NesCafe instant: