It seems like a very acute business plan, (specially for one of the biggest craft brewers in the U.S.) to go cost vs price on each individual beer they make...Most businesses have staples that allow them wiggle room on other products. For instance in the music biz 1 hit record will pay for 20 "flops". It's just so hard to believe a company of this size isnt run this way...It sounds like B.S. to me. A 5 cent price increase on say Pale ale or torpedo could more than make up this difference ( complete speculation), but you get my point. It's one of their best beers and they know we'll buy it, so they'll stick it to us beer geeks...why could'nt he just say that. Truth hurts...but at least it's the truth. Also that isn't very valid argument when hoptimum went from 7.99 bomber to 10.99 4-packs.