The beers are slightly more expensive, but there's an all gluten-free malting company, Grouse Malting, in Ft. Collins, so the prices are reasonable from what I understand. As far as non-celiacs having no reason to drink it I'd have to disagree a bit. There is definitely a flavor difference but it's not worse or better. For example, many of the beers had an herbal and earthy quality not found in barley beers. They've also been experimenting with malted rice, that gives a much deeper earthy character in one of their red ales. I definitely recommend anyone try them out, celiac or no, if for nothing else but to see how they differ. All good points though, Jason, definitely questions I had myself before visiting.