Why do people think it's cool to abuse alcohol?

I've never been a big drinker, but I know plenty of people that are. It seems like it has become the "cool" thing to do nowadays, people are starting to drink at a younger age and are drinking more often. Why do you want to get hammered everyday? I don't think people are thinking of the health or other risks involved with drinking that much. I understand having drinks with friends, or having fun at a party. But why do people push themselves past their limits to the point of puking, or passing out, or not remembering?
Updates
+1 y
But why do people go beyond their limit, I understand that it's fun and normal. But you get to a point when you think I'm pretty drunk I should probably stop drinking now, but some people continue even when they know it will end bad.
Updates
+1 y
I think that there is this mindset that people think it's cool. And it concerns me when 15 year olds are getting drunk because they are trying to be cool
Why do people think it's cool to abuse alcohol?
Post Opinion