Because of the physical smile his words create. See, you smile.

“Now tequila may be the favoured beverage of outlaws but that doesn't mean it gives them preferential treatment. In fact, tequila probably has betrayed as many outlaws as has the central nervous system and dissatisfied wives. Tequila, scorpion honey, harsh dew of the doglands, essence of Aztec, crema de cacti; tequila, oily and thermal like the sun in solution; tequila, liquid geometry of passion; Tequila, the buzzard god who copulates in midair with the ascending souls of dying virgins; tequila, firebug in the house of good taste; O tequila, savage water of sorcery, what confusion and mischief your sly, rebellious drops do generate!” Tom Robbins