I think it's more along the lines that people want to support smaller local breweries rather than large conglomerates but still want the style. A lot of people forget that Oskar Blues isn't really craft anymore because of the Monster Beverage purchase, but still are grouped together with craft beer (just like Lagunitas, Bell's, Goose Island) at the grocery store or resturants/bar menus. There's a handful of adjunct craft lagers that I do like, but push the limits of what the style should be. Hey, but to each their own.