Two things: First, coffee became an “American” beverage after the Boston Tea Party (though, iirc beer remained a significant breakfast beverage for awhile). Coffee houses were also places for patriotic discussions and where the revolutionary zeal was fostered. So you have some MAGA types wanting to tap into that.

Second, dark roasting coffee is an old trick to cover the flavor of inconsistent and shitty coffee. Some people really like to taste the “roast.” But what’s happening is that a burnt flavor is masking the actual taste of a coffee bean. You want a light roast to actually taste the coffee.

Also, if I’m not mistaken, it was the French who first came up with dark roasting coffee (likely for preservation reasons). I’m sure MAGA would love to know that their “dark, hard-hitting” coffee has its flavor profile originating in France.