I feel the same way. Prior to this recent relationship, I really had no strong opinion of alcohol, drinking, liquor stores, etc... it just didn't register in my conscious thoughts.
Now? I am *very* sensitive to it and how engrained it is in our society. The TV shows, posts on FB, commercials, billboards, clothing, jokes, casual conversations and comments between friends and co-workers, etc. It is everywhere. Something that never really bothered me now makes me feel like an outsider, like I don't fit in, like *I* am the one with the "problem".