People buy on emotion and justify with logic. All great salespeople understand this. A phenomenon that was occurring at the time Brewtopia was considering its means to market was Big Brother and the rest of the reality television craze. It was entertaining and put the customer in the driving and decision-making seat.
Most businesses don't entertain - they're too busy trying to hit next quarter's target. Most businesses don't empower their customers at all - most don't even talk to them after a sale. Brewtopia decided to empower its customers to make their own choices, build their own product and decide the outcome of the company - essentially making the customer the 'experience'.
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