People do it out of habit and because it tastes good. It becomes ritualistic in a way. I'm not sure how disiplined most people are, but I can just stop (and hav

People do it out of habit and because it tastes good. It becomes ritualistic in a way. I'm not sure how disiplined most people are, but I can just stop (and have several times). I choose not to because I enjoy it. If I'm super busy in the morning, I'll just go without. I don't treat it like a performance enhancing product that some may which I'd argue may be why it's harder for those types of people to quit. They rely on it to make up for other places in their life they are failing with.