I don't see the label as an attempt to suggest that beers carrying it are qualitatively superior to ones lacking it, but as Denny said, it is just another piece of information about the product that either means something to you, or it doesn't. I, as a rule, buy American whenever I can, and I greatly appreciate laws that require Nation of Origin labeling, I feel it is my right to know where the merchandise I purchase comes from. Carrying that over to beer, it will be good that now, when I do buy beer, I can tell instantly whether the beer I'm looking at is independent or a wolf in sheep's clothing, without having to keep a list of sold out breweries on my person. I don't buy much packaged beer anymore as I can no longer find what I want because it has all been replaced by macro stuff, and because the beer I brew is more to my liking than most of what is available to purchase.
Many consumers don't care who makes the beer they like, and they'll continue buying it with or without this label. Many others do care and knowing whether a particular beer is indy or macro may play a part in their decision on which beer to purchase. The only ones who will be harmed by this label are the former crafts that did sell out because now some of their customers who do care about the ownership status of the breweries they support will switch to buying other beers.
Regarding Jeff's comment about the speed with which a professionally made video was produced and released, I kind of noticed that myself, and wondered how AB managed to get all those brewers to one location to film in that short time frame. You don't suppose that this little label really is a big deal to them?