Just a random thought which both amuses and startles me. For years I played the game World of Warcraft, and in the game there is a plethora of alchoholic beverages for characters to acquire. When they drink them, they can actually get drunk. Your view of the screen begins to get hazy and distorted and - if your character drinks enough - they will eventually vomit. This is how deeply drinking and over drinking is cemented into our society.