I mean, Nespresso is also very popular in Italy despite it tasting strictly worse than anything you can get even at the worst cafes there but I think it's because drinking espresso with sugar is very popular in Italy and sugar goes an incredible way towards making a lot of mediocre espresso taste the same as good espresso (because the sugar is overpowering).
People in Spain don't generally put a lot of sugar in their coffee. They do often take a bit of milk though, not a lot (it's called 'cortado').
But coffee culture in Italy vs Spain is distinctly different despite both enjoying espressos. Italy takes their coffee much more seriously (and really, all foods and drinks in general). Whereas in Spain they don't really care so much. Like pizza with pineapple, or cutting spaghetti with a knife, if you do similar things with Spanish food (e.g. like paella with vegetables) people don't care - except the Valencians :)
