I think it's not so much that one wishes to give up drinking as much is it is how one gives up drinking... there's no real instruction manual out there, your parents don't discuss this with you when you're a child like they would sex, et al... only not to do it in the first place, not "well if you do do it, this is how you stop." It's an insanely difficult choice for most compounded by the fact that it's no where clearly spelled out how to effectively quit, with all the social stigma to boot. I mean, who wouldn't want to hide it and never really deal with it? It's just a nightmare, horror show sundae topped off with apocalypse sprinkles for good measure...