It gets harder to change such habits the older you get. Not so much in terms of ability. They can change, but it's less likely they want to take the time to

It gets harder to change such habits the older you get. Not so much in terms of ability. They can change, but it's less likely they want to take the time to do so. They know this, that's why it's important to target the young demographic, because it primes the growth for decades to come. At least, in a probabilistic sense.