I think I know what you're getting at Mera. You wish he would beg you to quit, see it for the dire situation it really is. I've run into this myself and is definitely frustrating. It may be denial on their part, it may be they don't know the whole story about your drinking - how much, how it makes you feel, stupid things you do, etc.
One thing is clear, many non-alcoholics just don't understand. I've tried explaining it to them, and they just look at me with this confused look on their face and get uncomfortable. I think it's why it's important to seek out and talk to other alcoholics who do understand.