Re: Cognotive Dissonance
Where did it say this research was motivated by environmental concerns? Hops like any other crop are susceptable to good years and bad - a coupla of years back English fuggles had a poor harvest so French grown fuggles with a lower quantity of some compound were used instead, causing the beer to be less bitter.
It would appear that these researchers are attempting to make a beer independent of hops for consistancy reasons. It won't interest traditional brewers, but the big brands love consistancy - and cost savings.
The environment affects hops far more than hops affect the environment.
Now, where this sort of research can really aid the environment is if they could put the active parts of the coca leaf into yeast and render the result into cocaine without pouring tons of waste solvent into the Amazon. It would seem that making the stuff illegal has had little effect upon its consumption, but has blighted thousands of lives along its supply chain.