The comments in that post only make sense for drinkers who are more concerned about what others see them drinking. The rest of us know the difference between an everyday pour and a special occasion bottle, though as BBB and Gary point out the consumption quantities make that distinction a bit less of a concern for whiskey vs. beer or wine. Sounds to me like K&L is just looking to move more mid/lower shelf bottles. Keep in mind that they are a retailer.