It's true. We're being conditioned to believe that we're not having a good time if we aren't drinking. Can't watch a hockey game without drinking beer. When I go mountain biking, it seems like a big percentage of the people in the parking lot are drinking beer after their ride. When I first started riding in the 80's, no one brought beer along - it just wasn't done.

Next we'll be romanticizing marijuana use because the government is going to make tons of money off of people's addiction.