Drinks are liquid art that can appeal to the senses (visuals, aroma, taste, texture, development, memory, place, etc.) just as much as a chewable, plated dish can. Sometimes, the liquor, neat, gets it done on its own; other times, the booze is just there in the cocktail so people can rationalize actually paying for the artwork they consume.
I love playing around with things like smoked maple syrup, fruit shrubs, bubbles, brines, "teas," garnishes, even serving ware, just to see what I can make that *fits* together (boozy or not). Of course, I also love sitting back and savoring the results of someone else's "playing around" with beverage ingredients/process, too...