I think tea (only unsweetened) in general is great, and just like many other foods/beverages, don't need/want all sorts of flavors or adjectives added.

Granted, the US isn't known for its tea drinkers (save for the sweet tea in the Southeast), at the same time there are heaps of sweetened varieties available. Gross. Finding mostly (or sometimes only) sweetened drinks isn't limited to my home country, and that's another area where Japan got it right. What's de rigueur over there is enjoying the standard issue earthiness without "added anything," except maybe for Vitamin C.

When I was living in Indonesia and China, I drank tea everyday at restaurants, because A)it was good and 2)the water was boiled. Some Lanzhou lamian holes-in-the-wall in China would throw in random twigs and berries into the mix, which was...suspect, but welcomed. For Indonesia, ask for "teh tawar hangat" and you'll be good to go.