All I know is that there was a time in America when a young man wouldnt be caught dead holding a lite beer. His friends would kept him in check....Now its accepted as the norm. Has anyone here ever tasted a Coors light?? Its nothing but bubbles and water...these people are denying themselves the taste of a full bodied draft because they are too lazy to exercise. The reason it bothers me so much is because I'm concerned with the weak image it projects upon us all.