It occurs to me that the Black Star strategy is very similar to Full Sail's Session. Full Sail has created a stand alone brand for a single beer (well, now two) that is a direct assault on the macro market. From what I have heard, Session has been very successful but I have no hard data. It has been too long since I have had a Session to compare it to Black Star, but both are better alternatives than the typical macro lagers.
It is possible that the success of Session has served as a model for the Black Star strategy.