I just got back from going on the "Heineken Experience" tour in Amsterdam and can definitely say that this is the kind of drivel that they're spouting as their official party line now.
(They're basically saying that head/foam is junk and that it's terrible and bitter and you should drink THROUGH it.)
They are also perpetuating the myth that certain types of tastebuds only live on certain parts of the tongue and they say that you should take as big of a drink as possible because it will cause the beer to cover the "sweet" tastebuds at the back of your tongue which will make it taste sweeter.
They DID mention that the Heineken that they sell there comes straight from the brewery in kegs (no skunking) and it was even slighly hazy so I'd imagine that it didn't sit very long.
I proudly kept my "bracelet" with the two "tokens" intact and refused my free pints. There were good craft beers to be had just around the street; I couldn't afford to waste my precious time in Amsterdam on macro lager.
-I'll post pictures of the Heineken "brain washing room" when I get time... <!-- s:wink: --><img src="{SMILIES_PATH}/icon_wink.gif" alt="

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Adam