Yeah that's an important point, also mentioned in the article. It also mentions coffee that is designed to smell like "seasonal celebrations", ie pumpkin spiced latte and similar. We have to distinguish between coffee and dessert-in-disguise.
Well, all of those flavored lattes are done with sugary syrup. You can still flavor your coffee without sugar. Things like raw cocoa powder, cinnamon, nutmeg, ginger, etc. (maybe vanilla extract too, but I'm not sure how much sugar that might have on its own)