Alcohol consumption is very much a part of the Mardi Gras experience. Not only does it lower inhibitions, it also serves as a way to bind the community of revelers together. After all, if they're all doing it, then it's normalized for the context and helps revelers behave as they are expected to behave in this setting. Perhaps we can apply his term "ritualized inebriation" to coffee consumption as well. We consume coffee as a means of performing the tasks we need to complete in the setting of the workplace. And if we all do it, then it normalizes the behavior and helps us believe that we are achieving optimal levels of productivity