They can talk you to death about any sport you like, and will cry when their football team loses, but place them at the bedside of a dying relative and you won’t see the tearful “I love you” you’re looking for.
Forget conversation if you find yourself face-to-face with a lad. Being a lad is a safe haven from all the big, serious issues out there – like emotional involvement and critical thinking. Lager companies need someone to advertise to, and the lad is only happy to oblige.