Look, here's how that happened: one night in a "hipster" (note to older people: hipster, which once meant a person who is aware and appreciative of obscure subcultural art forms, films, musical acts, etc., has evolved to mean approximately what trendy in its noun form meant in the 1970s and 80s) bar, the alpha-hipster, for some reason or another, ordered a Pabst Blue Ribbon. The beta-hipster in the room noticed that, and ordered one for himself with the idea that being seen drinking the same beer that the alpha-hipster was drinking would convey the non-verbal signal to the girls in the room that he was socially connected to the alpha-hipster. The gamma-hipster, seeing this, immediately ordered a PBR to send the message to the girls that he was in the social loop with, if not the alpha-hipster, at least the beta-hipster. Three or four days later, every last one of them in the nation was drinking the stuff.

That's just how it works. One of these days, the alpha guy will order something else--a Zima, or some goddamned thing--and in a week they'll all be drinking it.