The rational model frameworks may include the consumption of alcohol against social norms and morality. Even if we forget for a while about the difficult relation of this product with our reward center, the conditionally bad consumption of alcohol may be not an addictive behavior and even by no means related to it. For example, it may be a form of deviant behavior in its simplest form of a challenge to the society and its norms. In this case, the process is consciously controlled as a part of rational structure including clearly understood (at least post factum) intentions and consequences of such behavior, beliefs, political and moral views. As the matter of fact, such deviant consumption of alcohol is described by the same discourse we use to analyze the motives of a crime when the intentions we don’t fully understand (an ordinary person can hardly imagine how one can kill his neighbor or steal something) don’t mean their absence. Therefore, a deviant behavior isn’t the same as the addiction for ethanol consumption restricted by a person’s taking into account some consequences, from one hand, and by the act of will, from the other hand. Thereupon, we can view another hypothetical situation, for the time being – in this context. It a situation of voluntary and self-controlled stimulation of the reward system to achieve a desired effect. There’s an opinion (which isn’t unreasonable by many characteristics) that alcohol stimulates creativity, helps to go to sleep faster and relax after a hard working day. In this case, it isn’t the addiction as long as the consuming person really controls where and how much he or she consumes, and he or she isn’t under the illusion of full control of his or her life.