This gem in my weekend newspaper supports my suspicion:
In big, block font, the Quebec government's Société des alcools, which runs the SAQ liquor stores that are ubiquitous throughout the province, encourages an overindulgence of alcohol by offering a discount for consumers who purchase more than $100 of booze. And, ironically, in the bottom-left corner, in print you have to squint to read, some sage advice that "La modération a bien meilleur gout": "Moderation is always in good taste."
Conflicting messages. At least the Quebec government is clear about which one it wants to send.