First I invite all non-coffee freaks to go home...this thread is for us happy addicts!
I have been a coffee snob for a very long time...long before Starbux branded the name Via, and even before AAA gave its member magazine the same name [out west anyhoo].
For me Via is decent, it is my backup choice for the trail. My #1 trail coffee solution is the only commercially available Organic freeze dried instant coffee I am aware of. It is called Mount Hagen organic instant coffee. It tastes surprising good, such that at home, when I just need a "hit" and am too lazy to grind & brew ;) it jumps in to pinch hit. It is becoming easier to find, 3 diff stores carry it in my small town. So much so that I am a bit surprised it hasnt been mentioned yet in this thread of 70+ posts as of today [at least not by name]. Its why I add my $0.02.
It's also easier to work with than Via, which is a fine powder and is clingy. MH looks like Folgers - large granules, super convenient on the trail - and thankfully to the taste buds, the similarity ends there! With Via you have more garbage headache, esp keeping tabs of the tiny top of the lil pkg if you slice it completely off [and you BETTER NOT leave any behind!]. MH comes in a glass jar. Google it.
Because grinding & brewing fresh beans twice daily is the norm 4 me, I am happy with instant on the trail, especially thanx to this nice tasting organic variety.