I love it. The timing is absolutely not an accident. However, I'm wondering which they expected to happen:
1. "People will be at DLD so there won't be nearly as big of a line!"
2. "Let's release our most hyped beers during one of the largest beer festivals in the GL region so we can get maximum line and maximum exposure!"
Considering that they were bragging about the size of their line on social media for their very first stout release, including a full line length video, I am going with #2.