Why Now and Why?

Moylan’s is coming out with some Tolkien inspired beers. But my first question isn’t about how the might taste, but Why Now? Is there some Rings content hitting airwaves that I do not know about? Then my second question is Orc Piss? Really? Orc Blood or Mount Doom would have been better for a stout, unless, of course, there is some Rings content primarily focused on peeing.