There is an increasing number of young people who drink because they seem to think it makes them look cool. Shot after shot, drink after drink, comment after comment; they do not care about the place or the music — they only care about getting drunk and fitting in. They drink because that is the only way they know of blending with the working crowd and leaving their office and personal problems behind, if only for a few hours. It is an escape mechanism that creates a false sense of importance and an embarrassing fall of our social masks. Society gave cool a face and an alcohol percentage. And there is so much money to be made from the people who want to be cool.