On the issue of movement. Obviously it’s a movement. Since 1980, thousands of breweries have opened up across the globe, tens (hundreds) of thousands of people have begun brewing their own beer, and millions participate in various activities related to the consumption of good beer. There’s no way to call this purely a commercial movement, and it’s facile to separate the camps into soulless Barnums and clueless rubes.
The problem with the statement is not the idea of "movement" and not even the use of such overripe language set in glowing primary colours in a seeming effort to make a simple idea... something. [Hint: if someone says "obviously" what follows is often a little slippery.] No, it is not all that. It is that one word up there. The word "a" that might have just snuck by.
That one word means well. And Jeff was in a rush so you will forgive him. Don't hate him or anyone because they believe in a movement. We are not haters. Yet, just remember to ask why. See, they forget that since 1980 thousands if not hundreds of thousands of software companies have opened up and billions of humans have be changed by how the code has touched their lives. No movement. Since a little before 1980 punk rock asserted the right to protest as you slam dance leading to a trillion mosh pits on a zillion planets. No movement. You might as well talk about the disposable condiment squeeze bottle for home use movement. Billions and billions bulk up landfills worldwide. Movementlessly.
There might be movements. And there might be change, too, but no one really needs "a" movement, right? I was chatting with Ethan on Facebook on a tangentially framed topic and it went something like this:
Ethan: "quality" has an objective dimension; "value," OTOH, is inherently subjective.
Alan: Quality may be subjective. A particular roasted note in a stout can attract one drinker and turn off another. This may be chemical as in sauvignon blanc wine in which some taste cat pee while others taste gooseberry. It can also be personal as in if someone hates liquorice, many imperial stouts are out.
Ethan: Right, quality has an objective dimension, but a subjective one as well. Value, though, is purely subjective. But then, if "value" is made up of some combination of quality/desirability and price, my query is: does value only include that subjective aspect of quality? If not, than even value has an objective dimension. Yes, I have been reading yours & Max's book. But I think about these things all the time, too.
Alan: But value has ranges of subjectivity that look objective. The beer writer v Joe Sixpack v. Hipster are economic tribes who lump in value bands.
See the connection? See it? That bit at the end. Tribes. I know. I know. It's the sort of thing the Dads of hipsters say but sometimes it might be true. Even a broken clock is right twice a day. So, why is craft beer the only single thing in all of western pop culture and perhaps in the entire universe that needs a movement, needs such pure acceptance, homogeneity and lock step? Well, maybe except for the bad guys in WWII, that is. Why does an idea that associates itself with brash independence express itself so completely and insistently based on one mass herd mentality? A movement?
First, it helps with the continued money making, that's easy enough. But, second, if the actual tribes of good beer started voting for their own local democratic elections, maybe things would not be the same here as there, maybe the words people would start to differ and different languages develop. That might make keeping on top of things hard. We might even miss the baby talk of "craft beer's all one big family". But would we? Really? We might each start to think things "I like this bit but really not that bit" for example. And we might learn that people out east don't really care one bit for West Cost IPAs, for example. Based on, you know, real sales figures.
Think about it for a bit. Get back to me. My latest discovery is that the spam bots only attack after a comment is posted. So, I can let moderated comments build up and then unleash them all at once to your delight, like the last momentous prize winning reveal in a TV game show. Once displayed, it's about 53 spam bots a minute for the next eight hours. That gives you time.