I think the beer idea was so that the drinker could smell the beer better due to the large opening. But, as others mentioned, pushing a lid inward is gross, the opener had a steep learning curve & it's stupid.
I was surprised that Mark didn't go all woo woo-- health claims on ice hat guy WRT migraines. Usually Mark wants to see documentation. I love the idea of the hat for hot sports days. 100degrees of summer baseball is a killer!