Why is the music so loud?

The answer may be here.

And a study completed in the summer of 2008 in France found that when music was played at 72 decibels, men consumed an average of 2.6 drinks at a rate of one drink per 14.51 minutes. When the sound level was cranked up to 88 decibels, the numbers spiked to an average of 3.4 drinks, with one consumed every 11.47 minutes. Reasons for this acceleration may include an increase in ambient energy, and a consequent increase of difficulty in talking, which makes it easier to just signal the bartender for a refill than to engage in conversation. It may also be explained by actual changes in brain chemistry.