> Why is it so hard...? Stupid (cognitively easy) stereotypes, backed by "everybody's gotta drink!" machismo/insecurity/conformist culture, backed by "all the

> Why is it so hard...? Stupid (cognitively easy) stereotypes, backed by "everybody's gotta drink!" machismo/insecurity/conformist culture, backed by "all the people I know" (who aren't silenced by stereotypes and peer pressure) experience, backed by decade after decade of massive advertising by the alcohol industry (and adjacent industries).