Geekology 101: With so many sodas out there, why do gamers do the Dew?

Have you ever noticed how many gamers live and die by the amount of Mountain Dew they consume??Why is that? When "Diablo 3" was getting ready to drop, all of the posts on the message boards read basically the same way. “Dude, I need to go stock up on and Mountain Dew before Diablo 3 drops!?Woo Hoo”!