Yeah, it's sort of like the cowbells. It was such a sensational "viral moment" in an era before viral moments were a thing. But its novelty wore off over time, and now those damn cowbells are just a part of the culture of Kings basketball. So, too, with the Beam. The novelty is waning (and quickly, as all things do in the disposable, virality-obsessed internet age we currently live in), but lighting the Beam remains a distinct feature of the fan experience at a Kings game, and I'd guess that Vivek and co. want it to continue to be absorbed into the culture of Sacramento. Hell, when one of the best breweries in the area christens a rather excellent beer after your novel fan experience, its reached a local cultural level that suggests you should keep it around for awhile.