It's a weird technology trick. Looks doable and cool. PLUS, there's a back story worthy of A&E and you can make your own movie without leaving your couch (or wherever you and your computer may be)
So, yeah, DIY showmanship - very manly beer drinking stuff. And probably an ideal app for the audience.
Elsewhere on the Web, Stella continues to one up Guinness when it comes to relevant, long-lasting, experience marketing. Guinness hung a sign in every bar. Stella put a glass in every hand. Guinness created a cool microsite. Stella revamped their main site to be a sticky, fully engaging, multimedia video game of an experience. Oh, and they told their entire brand story in the context of some of the best gaming graphics on the Web.
So what if I don't get it...