Goji berries are consumed dried, preferably sun dried, not fresh. The taste changes during drying. I heard people comparing it to cranberry, which is usually not eaten fresh either.
I used to dry and eat my home grown berries without a second thought, until in 2024, I had a bad crop. The berry bushes were sickly looking and attracting lots of stink bugs. The berries had black spots from bug feeding and wouldn't dry down properly. They basically rotted down under the sun: the surface turned sticky as if sugar oozed out and gnats came to them immediately. In comparison, healthy bushes produce berries that dry to a burgundy tone, never black nor gooey or bitter. The berries have high levels of complex sugars and antioxidants that give the rich sweet flavors. A food drier can not entirely replace this traditional process. Last year, I went on with soil amendments to somewhat mimic its natural habitat (increasing Ca, pH, boron and molybdenum) and the berries were back to what they should be.
The sun "curing" step is really important for the flavor of goji berry. Give it a try and see if you like the taste afterwards.