This is called marketing ploys - and it probably costs more as well.

I do agree with Uncle Bob and have been preaching the philosophy for years - that somewhere in the world it has to be 5:00PM, or the sun is over the yardarm. Now that I have become a 1 beer/day drinker, I do try to wait for 5:00PM where ever I am - though occasionally do have a relapse - especially if a Guinness is waved at me.