I used to hear that all the time and also in regards to the quantity (usually 5 gallons) made at a time. and I'd usually drop down on their hobbies. where we used to live in WY, Campbell/Crook counties, there was a lot of oil/coal/methane money. far too many people were payment poor from all the toys and such. jet-skis, quads, big red Fords, guns (at least 3 in every cal.), cowboy hat & boot collections, boats, snowmobiles, etc. and not just the moderately priced range either, but the most expensive stuff they could find. and then the "man cave" garage built next to their run down '72 single wide trailer with all the fancy beer signs and bar stools. standing there in their $1,000 boots (jeans tucked into the top), $200 belt buckle they didn't win, and the $1,500 cowboy hat slurping down their BMC Light of choice saying crap like, "I just don't see how you can spend EIGHT DOLLARS on a six pack of beer." to which I liked to reply, "I just don't see how you can spend $2,500 just to look like a floccin' moron."
If you're not wearing a $200 belt buckle you may as well use an old fan belt to keep yer britches up, really.