Yes, it is.
> . Go visit a vineyard, distillery, or a brewery. People may be trying to improve the quality of the product, but they are not relentlessly trying to increase "user drinking minutes" or any metric like that.
Yes, that's exactly what the marketing arms of the firms involved, and the advertising agencies they employ, are trying to do. (There's some actual product-development involvement there, too; light and ultra-light beers were invented pretty much exactly to maximize user drinking minutes.)
Half the craft microbreweries are owned by Ab-Inbev and the likes.
Also, I am not aware of the craft microbreweries owned by the big companies engaging in the sort of abusive behaviours that the main brands engage in, are you?
Needless to say, it's a complicated picture.