Arrogance - a novel way to sell beer

In my pursuit of beer tasting I came across Arrogant Bastard Ale.

They have to have one of the cleverest beer sites I've seen to date. It's mostly text, with a landing page that says:

Title: Are You Worthy?

Arrogant Bastard Ale: This is an aggressive beer. You probably won't like it. It is quite doubtful that you have the taste or sophistication to be able to appreciate an ale of this quality and depth. We would suggest that you stick to safer and more familiar territory -- maybe something with a multi-million dollar ad campaign aimed at convincing you it's made in a little brewery, or one that implies that their tasteless fizzy yellow beer will give you more sex appeal. Perhaps you think multi-million dollar ad campaigns make a beer taste better. Perhaps you're mouthing your words as you read this.

I just love this notion of taking on the competition with pure attitude. To me, it's simple and effective.