I was watching Michael Pollan talk with Joe Rogan about his relationship with caffeine. Pollan brought up the claim that, prior to Prohibition, people were "drunk all the time...", "even kids," because beer and cider "was safer than water."
I myself had uncritically absorbed and repeated this claim, but it occurred to me listening to Pollan that this ought to imply that medieval Muslims had high cholera rates. When I tried Googling this, I came across a couple of Reddit threads (1, 2) that seem sensible, but are unsourced, saying that the "water wasn't safe until the 1900s" is largely a myth. Cholera only became a chronic issue during the industrial revolution as rapidly densifying cities grew their population faster than their capacity to provide people with clean water.
I haven't seen other sources and I'm not likely to try too hard to find them, but if you happen to know of a citeable source, throw it my way!
One factor to consider is that drinking alcohol causes pleasure, and pleasure is the motivation in motivated cognition.
Most comments on the internet are against any laws or technical measures that would prevent internet users from downloading for free copies of music and video files. I think the same thing is going on there: listening to music -- music new to the listener particularly -- causes pleasure, and that pleasure acts as motivation to reject plans and ways of framing things that would lead to less listening to novel music in the future.