I also don't believe that BT is planning on seeing how far they can take it. Like selling 4 year old or less mediocre bourbon for $100+. That's your average craft distillery.
Without having tasted the product yet, I doubt BT would release a barrel proof bourbon if it wasn't fantastic. This is the same distillery that produces GTS and WLW, after all.
I really wish that I could have been in the meetings where they hatched the plan to release CEHT. They are in such an interesting position within their market. They almost have the market cornered on highly prestigious/status symbol American whiskey with Pappy and BTAC. Granted, it is also highly delicious, but would you stockpile it and hunt for it and brag about it to your friends if you could buy it any day of the week? So even if they could release those labels year round, it would be a bad move, as the customer's perception of value goes down. So what to do to increase sales volume? Start a new high-end label. But how would they create the perceived value of prestige in the marketplace? Put an old, dead guy on the label and relate his charming, historically significant back story. No, they already did that. Or they could release limited edition bottles of whiskey that is either too unique or too good to dump into any other batch until they've aged enough juice to make a regular release.