my original post was mostly talking about just the about of unnecessary cash they throw out just to throw it out there..
Marketing - that's the American way my friend. Look at the marketing budgets of Ford/GM/Chrysler compared with those of imported cars for example. When you're watching some of the new TV shows, on some, you'll see almost exclusively 1 make of automobiles. Ford for some shows, GM for others. Ford also sponsors American Idol. The judges on American Idol all have Coke cups in front of them, with the logos facing the camera. More marketing....
I talked with a relative, who worked for Ford for many years, about why they won't put more of their marketing money into R&D and make a better car instead of more commercials. He agreed (he worked in R&D, so that may have influenced his answer), but his response was basically that they're right where they want to be in the market place. They're successful at selling cars, and making money doing it. B/M/C is successful at selling beer they way they are..... and they're geniuses at marketing.
More power to them, I say. It makes "craft beer" all that more mysterious, unique, and interesting.
I was listening to Charles Bamforth's "Brewmaster's Art" a few weeks ago in the car and he was defending the American Lager with multiple arguments, one of which where he stated how it's probably the beer that shows flaws the easiest, forcing higher quality control standards than other beer types. That, and consistency (taste, color, clarity, etc) through worldwide distribution at hundreds of breweries, which I consider a feat in itself. If I remember right, during the tour at the St. Louis Budweiser plant, they said that a sample of each batch, worldwide, is flown back to them (daily) for sampling before it's allowed to go out. Pretty impressive.