The most interesting aspect of their story is that it seems to somewhat defy market gravity...they keep their prices pretty steady (very expensive), supply is limited, and demand keeps growing. I'm no historian or expert but I think they've been a market creator in this style of recipe (Lawsons, Hill Farmstead, Trillium, Fiddlehead, etc). That might be wildly inaccurate, so take it for what it's worth.
Again, haven't the read the piece but had to respond.
1) I don't know where you are, but it's best drunk fresh - I wouldn't recommend paying or trading a lot to get some if you're far away and can't be sure of the provenance (e.g. a month old can that has been improperly refrigerated is not going to be good)
2) It's "like" Pliny in that they are both hoppy double or triple IPAs but still different - Heady isn't filtered, so it doesn't have as clean of a mouthfeel (not necessarily good or bad; just different). You get a bit more of a piney vibe as well as more tropical fruit with Heady in my opinion.
I wish it was available around here, but the legally required liquor industry beer industry middlemen have too much power in what gets imported. In the Seattle area there are dozens of brewerys in the city, plus zillions in surrounding areas. There are so many it's virtually impossible to have visited all of them, much less heard of them.
Whenever I'm traveling, I go out of my way to try the local beers, relying on recommendations from bartenders and local friends. It's always a great experience.
Some years ago, I was at a conference in San Francisco, attended by numerous Europeans. The vendor poured a lot of Anchor Steam beer into us. Some of the Europeans were shocked at how good it was. The only American beers they'd ever had were Bud and Miller Lite, and they thought American beer was awful, until they tried Anchor. I kept telling them we keep the best stuff for ourselves. In practice, that's true even of individual states.
http://bostinno.streetwise.co/2016/01/22/new-england-craft-b...