Beer and bricks

For anyone who is interested in beer and bricks, this story is a fascinating one. In the 1950s, Alfred Heineken had a square beer bottle designed which could stack, to be used as bricks in developing countries. The bottle/bricks provided good insulation, and excellent reuse of materials. A unique feature was that the short bottle neck would fit into a depression in the bottom of each bottle. Unfortunately the "World Beer" project didn't take off. Ultimately, the idea was either (according to different accounts) voted down by the Heineken board, or vetoed by the bottle companies and the customers. Now that was an opportunity lost! Your comment?