Decaf? Really?

Learned today in an article from The Guardian that decaf has leapt in popularity. Apparently because of the very effect of coffee. With decaf you can enjoy the taste of coffee without its side effect. This baffles me. I hate coffee. I hate its taste, I hate the effect it has on me. Like I am about to overdose on cocaine or something of the sort (not that I ever tried coke, mind you, but it sure feels like this). So I can sort of understand why people would like not to feel its effect. But enjoying its taste? Really? I just cannot understand.