

It’s definitely more of a thing now. I think Swift Coffee were the ones that I first started seeing everywhere. They produce their own instant coffee as well as partnering with a lot of roasters. The main difference is that they went for the “quality first” as opposed to nestle, et al, who do super high temperature and pressure extractions followed by spray drying for the cheapest end product.
The downside is that it’s really energy intensive, so it costs like 10x the price. I wouldnt drink it as my daily coffee just because of the price, but it definitely does the trick when I’m traveling to a coffee desert or in the woods.
To elaborate on the price, those pods have ~11g of coffee in them (according to the first link I clicked on). For a (north american) standard size cup of coffee (350 ml), I use about double that. You can either chose to have a much smaller coffee, or a regular size coffee that tastes bad.
For the same price per gram of grocery store brand pods, you can get really good freshly roasted, single origin, free trade, etc. beans.