It really bothers me how, over the last 10-15 years, caffeine has gone from something people use to jump-start their day to some kind of... fad drug. People brag about how many cups of coffee they inhale every day, how many liters of soda they can drink in one sitting, how many bottles of bawls they have on a shelf, or how many cans of red bull they need to chug to stay awake after their all-nighters, but even worse than that is how many people just acknowledge this as a normal thing. Especially among geeks and gamers.

Edit: For example, quotes like this: "It's an efficiency product. I'm talking about improving endurance, concentration, reaction time, speed, vigilance, and emotional status. Taste is of no importance whatsoever."

He makes it very clear that he doesn't think of it as a soft drink, but as a performance-enhancing drug. Yet people are out there pounding it because it's "cool."