A month ago I dove into the topic of "Craft" vs "Crafty" to produce a map of the actual owners of "craft" beers as well as other brands that are marketed as local/independent.

The result @ http://vinepair.com/wine-blog/map-actually-makes-your-beer/ received a LOT of attention in the beer world.

It's been updated four times as it was tough to sort through some of the confusion and obfuscation in marketing, even with the benefit of having had dug through SEC filings, the COLA registry at TTB, and other sources. FWIW, I was contacted for direct clarification from one of the companies indirectly called out in this piece (Kona/Craft Brew Alliance).

All that said, I'd argue that association (and particularly a lack of care about such an association by many, many consumers whether or not they know about it) is less interesting than the advantages of being purchased/created by a macro brewer, such as distribution and how that plays out in the 3-tier system in the US.