The standard to prepare a great cup of coffee is 2 tablespoons of ground coffee (preferably BeanFruit coffee :-) per 6oz of water. That's the reason a general coffee scoop is equal to 2 tablespoons (one flat scoop per 6oz cup). Otherwise, the coffee is under-extracted which results into a weaker and bitterer cup. I don't know about you, but when I buy cola, I want the full taste of a cola. I don't pour half of the soft drink out, refill it with water so that I can have two watered-down colas. Your coffee should be treated the same. You usually end up drinking two watered-down cups of coffee to be satisfied anyway. Make it excellent and you will only need one. I am firm believer of quality over quantity.
I think the manufacturer is trying to separate themselves from other coffees on the shelf by claiming to be a value coffee. That's fine and dandy, but not at the sake of a proper cup of coffee. If you feel the standard is a little strong, I recommend this method: Brew your coffee using the proper coffee-to-water ratio mentioned above. After it is brewed, add a little hot water to your finished cup to make a quality cup of coffee that is less intense. Brew it correctly and I can guarantee it will taste better. Be blessed.