Well, for one, it's warm. It hits your cerebrum like a freight train.
Second, that's almost 3 beers of very high quality.
Third, it's the Oktoberfest and the goal is 'gemütlich'.
I'd pay the money gladly.
It’s not warm (as in room temperature), it’s also not served ice cold like American beer. More like 40-45 degrees or so. Perfect temp if you ask me. Also the beer served at Oktoberfest is fresh, it’s great (no hangover). I went last year and to the amazing thing is the people sleeping it off in the train station.