Beer Mugs Gone Too Far?

Sam Adams Boston Lager put out a commercial stating that this new mug design is imperative to the complete fulfillment of ones experience drinking this beer. They say that to fully enjoy the experience one must understand the different tastes and aromas and know that even the way it is poured adds to the experience. As this may be true to some extent and a mug can make a difference in some cases, this description of each and every last detail of the mug and its purpose is going a little overboard. The exact reasoning for even the litte etches at the bottom of the glass may be taking the design from a visual thing to an actual experience.