Steel Cans are Todays Twitter Craze

I'm sure by this point many of you tweeters, bloggers, and podcasters who dedicate your life to Malt and Hops have heard about Churchkey Can Co., Adrian Grenier's "craft beer" fallback. If you haven't heard, Grenier and his big wig business partner, a Nike Exec, are in the process of releasing the the first steel-canned beer released in 50 years. Churchkey Pilsner will actually require a churchkey to open it. As cool as many of us probably find the concept, there is a reason why aluminum replaced steel to package foodstuff, namely expense. Sure, the cans are made from recycled steel, but how much of the cost of the product will be because of the package? I also can't help but imagine that because of packaging costs, the company taking funds away from product development, leaving the consumer with an inferior product. I also take issue with a couple of men with money trying to cash in on the current craft beer craze with little to no experience in the industry whatsoever. This is why I don't really consider Bomb Beer as craft. Many of the breweries we know are labors of love to the owners/crafters who put in a shitload of blood, sweat, and tears to be rewarded with the success they know today. Just because you have the cash to hire a brewer to make you a recipe and your packaging is shiny, does this really make the final product "craft"? Thoughts?