I always love how on macro brewery tours they always try to tell you that the thing that makes their beer "so good" is their "super secret yeast" and that it's SOO much more different than other yeast. -Now sometimes this may infact be true, but Lager yeast has very little genetic differentiation as a species; these macro breweries goal isn't to make flavorful beer; it's to make flavorless beer.
Hence large, vertical fermenters, lager yeast, and of course "super freezy pop" beer...
I think there's a slow deterioration that occurs in the soul of these macro breweries that can be seen over time; the final stage of the blackening of the macro brewery soul occurs when they start pushing the "coldest beer" marketing.
Say no to Beer Imperialism!
viva la (beer) revolution!
Adam