Questioning the French Roast Coffee Conspiracy

To French Roast or Not to French Roast? This is my questions, and brings many new ones to mind.

What is French Roast coffee? Well I know the answer to this, but I will prepare a written one just in case. That is really the first question to address.

What happens to a coffee bean when you roast it? And what is different about French Roasted Coffee?

Do I really want my coffee French Roasted, or did some well know roaster spend a lot of money to convinced us all that it is good and oh so chic that way?

Is the coffee really just burnt coffee bean or darn near burnt?

I am sure these questions will bring up many more as we investigate the French Roasted Coffee conspiracy.