It will only get cooler. And you put age discrimination in the law book.
Sure there is some age discrimination in the lawbooks for kids/elderly have some different laws applicable to them. But this is discriminating against a generation not an age group.
I prefer the "tax the shit out of it" approach. Possibly with a tax that is calculated based on your wealth/income (as all discouragements taxes should be, or they only apply to poorer peeps)