I used to roll my eyes at the freezer thing too, figured it was just one of those internet trends people repeat without testing. Then I bought a big bag of dark roast, way more than I'd drink in a week, and it started tasting flat and stale by day four. Out of options I tossed the beans in a mason jar in the freezer, and when I pulled them out a couple weeks later they still had that fresh smell and taste. Turns out the key is keeping them airtight and not thawing and refreezing over and over, since moisture is what wrecks them. If yours went cardboard in three days, something else is going on, maybe the bag wasn't sealed or the beans were already old when you got them. Freezer storage flat out works when you do it right, which I did not believe until I tried it.