I finally got around to brewing my "hopless" IPA on Friday. The Incognito extract is rather thick, and didn't want to mix into the wort too easily. It was sort of like globs of fat on top of chicken soup initially, and I could see it start to separate a bit if I went more than a few minutes between stirs. It smelled very similar to Hop Shot extract - super concentrated and resinous. The interesting thing was that the Citra extract and Mosaic extract looked totally different. One was dark like pine tar, and the other was golden yellow. The smell was too concentrated to be able to pick out much nuance, but there was a definite difference between the two. The Citra was more dank and the Mosaic was a bit brighter. Of course, it's hard to say how that will translate once diluted to a full batch of beer. I'm very interested to see how this turns out.
I can completely understand why a commercial brewery would want to use these products. Between the Hop Shot I used for bittering and the Incognito in the whirlpool, I replaced about 10 ounces worth of hops with extract. My kettle had nothing but break material and a small amount of sludge from the Phantasm powder I used in the whirlpool. I probably increased my yield by 5-10%. That's small potatoes in a 3 gallon batch, but that would be huge in a 10 barrel brewhouse.