No, I think he's suggesting that a small brewery will not be able to produce enough beer to satisfy the thirst of the "general public", if they get a big enough share of their target market they will be doing well. Small enterprises don't have the economy of scale of large producers so their products will more than likely be more expensive. The real question is this: Given their relative production costs why is a mass produced beer in the bottle not [u:w1khid5t]substantially[/u:w1khid5t] cheaper than a craft beer, and what does that say about the relative value for money?