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Modern society is all about living fast. People work long hours, some accruing quite a bit of overtime - depending on their line of work, of course, but since you mention a "cubicle farm" I'm certain that you know what I'm talking about. As a result of pressure at work (project deadlines to be kept, efficiency reports, etc), many people feel the need for a boost. It's even worse in a competitive environment or for those guys who want to show off and climb up the ladder. Trying to actually have a private life and do stuff at home only increases this need even further, since doing more things logically results in people being more exhausted. It's a vicious cycle, and more often than not the weekend is not sufficient to reset it.

It is of note that the boosts doesn't just come from energy drinks, though. Coffee and cigarettes are just as guilty; it's only a matter of picking your poison, and that today we have more stimulants available for everyday use than in the past.

Here's a scary thought for the not-so-far future:

http://health.howstuffworks.com/mental-health/sleep/basics/sleep-is-so-last-year.htm

"One of the most mysterious things about modafinil, even in view of its multi-pronged, targeted approach to sleep avoidance, is that it appears to trigger no "sleep debt." People who stay awake for a day or two on modafinil report no need to catch up on sleep when the dose wears off. [...]
Most of us don't have jobs that require us to save the world without a good night's rest, but the culture of productivity has too much momentum to stop its march toward a 48-hour day. As workplaces become increasingly international, work weeks regularly pass the 80-hour mark and more and more drive-thrus stay open for the 3 a.m. crowd, we can all look forward to a future that frees us from our biological urge to rest on a 24-hour cycle. Even sleep advocates see the shift as inevitable. In 10 or 20 years, sleep will be dispensable, artificial and controllable. Much in the way hormone-based birth control pills can now make a woman's period last exactly three days, occur on a quarterly basis or disappear altogether until she wants it back, science is separating sleep from the inconvenience of nature."