The NY Times Magazine had a feature article in the phenomanah. Their take was the young idiots are doing it as a rebellion against what they see as yuppie beer. I their own twisted view they are being anti-corporate buy buying corporate beer that is not advertised hence it is not perceived by the clueless as "corporate." Go figure. Its their liver they can poison is with that swill all they want, but what a dumbass reason for drinking crap beer.
-_Dan E