Beers and Lagers are all about marketing, it's 99% of it, and Brew Dog are brilliant at it.
I'm convinced nobody actually "likes" the taste of larger or beer though, and they just drink them as it's the done thing, or they just want the feeling of being drunk or tipsy.
It's like craft beers etc, nobody really likes them, they taste like crap made in someone's wheely bin (and some probably are), people just think it's cool, so it's like a mental trick on themselves or others. It works though, so fair play, everyone's happy.
I still drink larger, not so much beer, but only when I want to be boozy, wouldn't drink it if there was nil effect. Would drink spirits straight from the off, but they go down at the same pace as l would drink a pint, so that's no sustainable on the wallet, head or liver.