InBev backed out of most of their Willamette contracts last year, making in really cheap. That, in turn, reduced demand for other varieties. Farmers were burning hops last Fall because there wasn't any more storage available.
Remember one unassailable statistic, as explained by the late, great George Carlin: "Just think of how stupid the average person is, and then realize half of them are even stupider!"
"I would like to die on Mars, just not on impact." Elon Musk