Via their facebook:
"While we attempted to make the benefits of the Secret Barrel Society as straightforward as possible, we apologize for any confusion it has caused since it launched earlier today. Secret Barrel Society membership includes free entry to Sour Wild and Funk Fest, a members-only event following SWFF, and a food and sour pairing event at the brewery in 2014. Furthermore, there are a couple new sour ales in the works that will only be available to members. It is illegal in Indiana to pre-sell or discount beer in any fashion, which disables us from being able to offer the same type of membership benefits that other breweries use to structure similar offers. The lottery will still be an option as usual."
I don't think they get it.