Couldn't we just save everyone a lot of time and make a "BMC Bash" sticky? I think we get it. BMC = water and/or piss. Ha. Ha.
Not that I'm in the bidness of defending BMC, but it's just become such old hat here to diss American Light Lager. Well, you know, just like I wouldn't want a PBR while sitting in front of a nice wintertime fire, I also wouldn't want an imperial stout while floating down the James River in a tube in the middle of August. No, it's not my favorite style, but I just think that the out-of-hand dismissal of it as piss/water smacks of elitism. I used to be guilty of it too, but quite honestly, I eventually found it to be in poor taste. Now I just pretty much skip over the "let's see how many jokes we can make about A.L.L. being like water or piss" threads.
In this case, I'd be willing to bet that the HBS owner sells BMC to help his bottom line...in that case, BMC helps keep your local homebrew supply shop in business. So perhaps it's not as ironic as you think. Oh, and lastly, with regards to the "irony" of the photograph, I'd like to see any of us try to clone one of these American Light Lagers. There's a reason it's on BYO's list of the hardest styles to brew.