My outlook on it is somewhat philosophical. Am I annoyed? Yes. It's very annoying to see people who are not you walking around dressed as you and claiming to be you, essentially, and using the advantages they have to try to get people to think, "beer is beer, it's all the same," etc. What I say to people is, take the big breweries, and anyone, anyone in the room I'm in, sometimes hundreds of people, can you name the brewmaster? Anyone got a name? No, there is no name. There's no name. There's nothing but money. And money moves, and this liquid moves around the world, and there's nothing but money. If you want to understand what it's about, it's about money. And we are about something else. If we were about money, we know what the answer is to the question, "What's the thing that's going to be the most popular?" There are ways of doing this. Focus groups can tell you all these things. We've never asked anybody what they thought about our beer. We're glad people like it, but that's a different thing. So we really are a different animal than they are, and I don't accept this idea that beer is just beer.
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