I think it’s more that Americans culturally tend to the “extreme sports” mentality in many aspects of their lives. Biggest baddest loudest most intense most successful mosh committed hardest working are all excessively venerated here.
I'm not saying you're incorrect but other consumption habits don't always lean toward the most extreme option.
Maybe they're just competing to see who can have the biggest, sweetest, most extravagant beverage, rather than who can make it the most concentrated. If the name of your coffee beverage takes five minutes to pronounce, you're the coolest cat in town.