Yeah I know you wanna just have another excuse to show your beersnob superiority by bashing inbev, but as someone who hasn't been able to drink for the last 10 weeks, except for a handful of pretty insipid N/A beers, if it tastes even remotely like it's alcoholic counterpart I think it's a great idea. And would kill for one right now (you might too if you were in my shoes....)
And just maybe it will open the doors to other breweries, both big and small to start making some different STYLES of n/a beers outside of the typical light lager and indeterminant "dark" or "amber" non alcoholic beer. It would be great to see a n/a stout, porter, cream ale, IPA, barleywine or even a witbier that someone who can't drink alcohol would be able to enjoy. And if it were an homage to the late Pierre Celi's wonderful beer, all the better. If it opens the door, I'm all for it.
It's too easy just to look at this as something to bash the "evil empire" and not something there might me big news for folks like me (and maybe you some day, if you ever have to face a serious illness, that curtails something you are passionate about, like beer.) Why don't you try going 12 weeks without any beer, and tell me just what a lousy idea it is?
*shrug*