To illustrate that this is all on purpose and by design with NO care to the stockholders...Coors alone could have capitalized on this fiasco so simply. All they needed to do was craft a commercial using Smokey and The Bandit scenes. For those of you too young to know..its about bootlegging Coors East of the Mississippi. They could have made a nice payday for the Estates of Burt Reynolds and Jerry Reed, called back to a time that a LOT of their customer base remembers fondly and made a complete mockery of Bud Light in the process. But......