Are people campaigning against moderate use of sugar or the pervasiveness of sugary products? In some way the drug analogy is also true concerning the dosage and manner of which the two were commercialized and not just the reward mechanic. There is nothing particularly noteworthy about the consumption of the coca leaves as the various indigenous groups had done for centuries. Coca tea is still being drank is certain places. It is only a problem after the British discovered how to profit tremendously from the extracted alkaloid.