It's odd, as I generally agree that "pure soya" doesn't taste that great, but I do prefer the taste of edamame beans which are just young soybeans. Products like tofu generally need more flavour adding to it - and I personally like tofu and eat it fairly regularly, so I'm not biased against it.

Also, I like the taste of Natto (soybeans fermented in straw) though that's generally thought of as an acquired taste.