Laying my cards on the table here - I love Stone's Enjoy By. Not only do I love the flavors & aromas but I love the in your face stance towards freshness, with the big bold F-you label that screams it is fresh. Some other brewers use pathetic, wimpy, faint freshness dating or even worse - those who use none at all. I sincerely hope it raises awareness to a much higher level when it comes to the craft beer market. But, is that wishful thinking? Will things still be much the same where brewers can clearly afford to use a notching sytem or whatever for freshness, but deliberately choose to not do so? Part of me worries that Stone went so unique with the ENJOY BY theme that others can't also do it in quite the same bold way because then they're just copying someone else's idea - so it could possibly backfire in this regard. I think it's without doubt that consumer awareness will be increased, but what I'm skeptical about is how much impact it will have on brewers & their decision to have freshness dating of some sort or none at all.