The general consensus seems to be that if marketing annoys you don't buy the product. Pretty straight forward you'd have thought. But I remember reading on Zak Avery's blog that when it comes to Brewdog resistance is useless.
So I decided to test this hypothesis when I was in Sainsbury's:
The evidence is that Brewdog can in fact be resisted, so it's no more Punk IPA for me until the stupid tags have gone.