Consumption

Each human being in brave new world is nearly forced to get his or her soma every time he or doesnt feel well. I think, only the alpha guys are free to decide if they want to consume it.
The beta guys and the lower castes are conditioned to take it, they dont even think about it. If another clever alpha guy asks them (as Bernard Marx does sometimes) they only have a quotation from ther hypnopaedia lessons to explain why they consume it.
Another consume "products" are the partys they celebrate, knows as "orgy-porgy" and the sport for everyone.
Enough for some minutes :D