I'm not sure it has a particularly strong taste. I think it's just that, to our eyes it looks weird, I'm sure that's what puts most people off, and the word 'ink' in connection with food. Like you implied in your question, it's a case of having to break down those barriers in our minds.
@Eccles cake - "a complete biatch" - what do you mean?
Squid ink pasta is lovely but I've only ever bought it pre-made - ideal for seafood pasta, the fish looks great against the black background.
Squid is good too, the best I ever had was in Croatia, squid stuffed with wild rice. Yum.