A couple thoughts...
IMO, even the sweetest coffees aren't sweet in any substantial "sugary" sense. The sweetest coffees have some sweetness and this sweetness stems mainly from the beans at least being all ripe.
Daterra's cutting edge coffees are supposed to be sweet. We're still trying to capture this profile at its best, and the new crop is our best shot yet. In addition to mindboggling processes I haven't heard of others doing, they measure the brix of the fruit. I asked Luis Paschoal if brix translates to a sweeter cup, because I was unsure, and he gave a confident "yes". The low acidity (and perhaps even softened phenolics through knowledgable care, to rid the "lemon peel") gives the ability to roast this coffee even lighter and bring out the sweetness even more. In addition, I swear I was getting substantial "amarone" flavors in one lot and substantial "sauternes" flavors in another lot. I think we're coming close to capturing a far more interesting profile this year. The three previous years had "waves" of quality, as Daterra even further improved and as we were learning to capture the raw fresh and roast it well. So sweetness is definitely what we're primarily after, but that's only because it's a sign that everything else went right, and it's sweet relative to the fact that coffee isn't a beverage that will ever be "cloying".
A lot of "dry" flavor profiles out there come from beans that I'd term to be unripe, low-grown with indistinguishable character, infections, staling of the raw, random varietals with natural vegetal, top-soil, cat pee, peanut or any other random characteristic etc etc..... But I also get a lot of "dry" flavors in some high growns that Terroir advocates, like El Injerto.
Sweetness usually comes with a multitude of other flavors. Kenya, knockout Yirgacheffes, and many CoE coffees are great examples of coffees with many, many pleasant flavors. A mild sweetness, or at least an impression of "ripeness", that peeks through a clean cup is our indicator that this coffee is at least worth exploring. This is the conclusion we've reached after naturally (through taste) coming to love the best ripe, well cared for coffees.
Sweetness is an awesome balancer for coffee too! Not always, but I'm surely looking for it more often than not. And the sweetness we're after also happens to be rare, because of what hasn't been developed yet. IMO.
Also, I personally never put sugar in my coffee
