It's basically a rehash of the Arrogant Bastard Ale inspired blurb found on the bottle. Not being as decisive as the lovely Lisa I found it amusing the first time I read it, but like a lot of brewdog stuff it does grate a bit now.
I suppose the problem is that if you're going to act like arrogant bastards then people will think you're twats.
Does it help with sales? As brewdog are selling the stuff as fast as they can make it I guess it does, but I don't think Lisa will be buying any in a hurry.