Most brewers have a core range of beers. Many produce specials, perhaps on a seasonal basis. And some brew endless variants of the same beer; malts bills and hop varieties tweaked, ABVs hovering around 4.2%. There's a light one and a brown one.
And a browner one and a darker one. And they're all brewed to be ticker-friendly. And they all taste just the same.

Why churn out what is ostensibly the same beer (and not always a good one to start with) and continually rename it? Is it pure marketing - to attract customers into buying a 'new' beer? Only to be told, on asking what it tastes like, "er... it's rather like the other ones that they do". Is it lack of consistency in the brewing process; they cannot reproduce a given recipe so each run becomes a 'special'? Is it to bait tickers? Is it to sell over-designed pumpclips to tickers at festivals?

I'm all for experimentation in brewing. But incessant tinkering and renaming of bland bitters does the UK beer scene a massive dis-service. Let's have fewer 'anonymous' bitters and more that a brewer is proud to brand under just one name. >