Exactly, it has been shown that as marijuana use goes up in a segment of the population, alcohol use goes down. They want a monopoly on getting people fucked up, regardless of the fact that their product is far more harmful and even deadly in many cases. They also want to look like they care about the state of America's health, since making millions of dollars a year on deadly products kind of makes people doubt that, you know? And this looks like one way to create that illusion in the public that also "conveniently" helps to maintain their huge profits. There's capitalism for you.

By the way, I think if Rolling Rock were really dedicating that much of their profits to NORML, they'd at least advertise it somewhere.