You guys want a job at an ad agency? Very fresh thinking! I have to agree that creating clarity is a real challenge. On the other hand, the popularity of wheat beers has almost made it a non-issue. The more I read about fining agents and the like, the more I learn that these additions also remove some of the things that are good ... like taste (hoppiness). I think we're all becoming more tolerant of cloudy beer and chill haze as the price you pay for good tasting beer. So what if it looks like a Heff? I refuse to bottle anymore after giving myself a massive dose of tendonitis from the repetitive bottling procedure. Aging/conditioning in a keg will do wonders for helping with clarity. I've still got bottles of beer I filled eight months ago. The beer in those bottles is so clear! I don't think corn sugar carbonation can compare to a properly gassed keg, either. I'm thinking about giving gelatin another try on a batch that I forgot to add Irish Moss. Hey, Slurk ... how 'bout those Kings!