Talk about pervasive computing

Has anyone seen the new ads for Coors Light yet. Well I saw it the other day and it made me begin to realize how IT has invaded our lives.
There is a computer chip in the new label to tell you when your beer is "at optimal drinking temperature" WOW
I had to check it out on their website http://www.coorslight.com/

After entering my birthdate numerous times to prove I was 21, I found only a few refrences to this new technology, but I did find they were also using a "special space-age label" to preserve the temperature of beer by insulating your hand from the bottle. It's called "cold in hand". It's about time I say. I had to grow up drinking warm beer or just chugging it so it wouldn't get warm.
Here are few interesting articles I came accross talking about the Molson technology advances.
http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003562729 http://home.businesswire.com/portal/site/google/index.jsp?ndmViewId=news_view&newsId=20070320006141&newsLang=en