A big hulking hooligan walks into a bar, slams his fist down, and yells "Give me a beer, or...!"
Scared, the bartender serves the man his beer. This happens everyday for a week straight, and the bartender turns into a nervous wreck. He asks his wife for advice, and she tells him he should stand up for himself. Easier said than done, he thinks, but he decides to try it.
The next day, the hooligan returns. "Give me a beer, or...!"
"O-o-o-o-r-r-r w-what?" stammers the bartender.
"... a small Coke."