How does the color of your coffee mug influence the tase of the coffee? Or does it?

A study has found that simply the color of a mug influences the way we perceive the taste of the coffee. Researchers had participants rate identical brews served in white, transparent and blue mugs. The coffee served in the white mug was described as most intense -- or bitter -- than in the other two colored mugs. Researchers suspect the white mug color against the dark brown coffee provided the greatest contrast -- making the coffee look darkest, and causing people to experience it as more intense. When the coffee was served in the clear mug, drinkers reported it to taste the sweetest of the three.

Is it just me or do some researchers have a little too much time on their hands?