Coors: Mentally Out In The Cold?

Why, oh why, do we need a "cold activated can"?

Coors apparently thinks their new can, parts of which turn blue when the can is chilled, is really, really important enough that it deserves a mammoth advertising campaign.

Are people who prefer Coors so frequently and totally inebriated that their hands (or brains) no longer can tell the difference between warm and cold?

Is there a larger than previously known segment of the beer drinking public that have nerve damage to all their fingers, and deserve a beer they can call their own?

Perhaps the new can is to aid alcoholics who buy their beer, immediately put it on ice, and, salivating like Pavlov's dogs, repeatedly grab the cans every ten seconds, hoping by some miracle their suds have suddenly gone cold?

Or those who, so absolutely bored with life, find this technological advancement fascinating to watch? ("Lookie here, Helen! Watch...here it goes! Whooee! What they gonna think of next!")

This marketing gimmick makes anything ever pitched by the late, but not lamented, Billy Mays look as revolutionary as the electric light. Gimme a break.

(Thanks to the wife for pointing out this bit of lunacy.)