Yossi, if 'deep down' really mattered, then we would not be unzipping our pants so often. It doesn't. It's how we really feel right now that really matters. The heart and the body, not the mind, and not the Neshomah, either.
Obbermottel, I agree with you in practice: there is no real way to "make sobriety precious" except by it becoming precious. Either it is, or it isn't. I sufferred enough, saw I could not afford to act out, and being clean suddenly became precious to me, after a decade or more of 'fighting it'. It no longer felt like my best friend. If we still masturbate and act out our lust, then it is still our best friend, that's all. Why would I try to wrestle somebody else's best friend from them? It is precious to them, so why argue with the truth? See, the religious angle of shaking a finger (even "lovingly") and saying "you really don;t understand. It's horrible for you. You must stop lusting!" - is ridiculous, as far as I can see. We each need to go through a journey of education by experience. If the porn queen and her fantasy affection for me that I employ every time I have sex with myself is my friend, then she is. When the wreckage, blood and gore finally grow to ridiculous enough proportions for even me to see that she is my greatest enemy of all and for all time, then I will want to stop. Some need to ruin a lot of good stuff to come to there, some do not. That is where my recovery starts. In my own heart, rather than in 'the Torah'.
So, yeah, "you gotta make sobriety precious to you" seems like a waste of time. It will be, if we need it. If I do not really believe that I must be sober, then I will not be ready for it even if it is 'given' to me. Like 'Rachmonah liboh bo'i.'
So I would not try to stop those who are throwing it away, actually. It's their choice to do it, or to not need help. That is why AA does not promote, it only attracts, waiting with open arms for those who agree they must have this thing called sobriety. Wishing we had it, 'believing' it is right, or admiring those who do, means nothing.