So it was by sheer linguistic force that this complex set of behaviors became a disease. It was claimed that by removing the moral stigma from heavy drinking, more people would come forth to seek help. It was also felt that help, or treatment, would be better administered under the medical establishment.
Treatment is something that generates money.
Prior to the disease model help for heavy drinking came primarily from family, church, and friends. In the disease model it is turned over to doctors, therapists and social workers. Incidentally, the shift to the disease model also resulted in profit from the misfortunes of others. Consider the implications of the idea that smoking is disease that is now gaining ground. Forty million or more Americans have quit smoking.