Originally Posted by
djk7
They might be trying to discourage competitions where people try to be the fastest to complete the challenge, drinking 10 beers a day for example. If someone put down 10 beers in a session and did end up driving and injuring/killing someone, the lawyers and news people would have a field day and probably run the establishment out of business.
Likewise, if the goal is to convince people to try new beers to find new beers they enjoy, pounding 10 of them in a day would overwhelm a lot of people's taste buds and memories of each beer.