I think these types of studies are really encouraging for the craft beer industry. What I see is that, although the overall beer market may be slowly shrinking, the available market share for craft beer (market share they do not currently hold) is still huge. Sure, there will be lot's of folks that never move away from the BMC line up except maybe to blue moon but there are still so many folks out there that will try some craft brew and decide they like that as well.