I was recently poking a big Wegman's in PA in their beer section. While fairly cramped, they really do have an amazing selection for a "grocery store." But while shopping around I over-heard a conversation from another customer that caught my attention. The guy was complaining that Wegman's stocked all their [insert cheap yellow beer] twelve-packs in the refrigerator. He said he wasn't going straight home, and would prefer the twelve-pack warm instead of cold. The girl working there tried to explain to him that it didn't really make a difference for the beer, and suggested he just buy the cold beer instead. This then sparked a conversation with me and another (more serious) consumer shopping around. I guess I never really paid attention to whether I was grabbing a cold beer or a room-temp, I was more concerned with getting a beer I wanted regardless of current temperature.