[IamConservative]

"Why is that such a tough concept for some people?"

It is very difficult for some. So difficult that millions die having been unsuccessful. Not saying "No" to a host, passing on the alcohol. I have been to the edge, thinking I was in control and just having a good time. Soon, having a good time starts having a price and self denial begins.
Quitting is the most difficult thing I have ever attempted. I say "attempted" because it requires daily vigilance.

[SweetCaroline]

Quitting is the most difficult thing I have ever attempted

It was for me too. I couldn't count the times I tried and failed. I just knew it was going to kill me some day, but, I didn't know how to stop. That's was my problem, I was trying to do it myself, I couldn't LET GO & LET GOD!. Once I did put in GOD'S HANDS, it got easier. I've been sober almost 4 years, and I thank him every day.