JCNY-yes exactly! Our sub-conscience mind has been conditioned/brainwashed by society and subliminal messages EVERYWHERE! However, un-brainwashing our mind is a process and takes time. Some where in there she compares the brain to an iceberg. In that the tiny lil' tip sticking out of the water is only 10% of the conscience mind. The other 90% submerged in the ocean, is our sub-conscience that we can't really see... That is what is ultimately in control. To recognize that and learn to unlearn this brainwashing about alcohol or ANY addiction is key. It is tricky sounding but it makes sense to me and I get it. And it did help very much. However I knew that once I get my horrible outrageous urges NOTHING will help but using all of the tools in my toolbox... I came so close. Now I'm also #45strong (LOVE THAT!)