I have to admit I don't get the love for Pliny the Elder. I had some this weekend and couldn't finish it; I think it tastes like kerosene. I do like a number of their beers; and live very close to the brewery, and to their credit the marketing job they have done with Pliny is unbelievable. People drive from all over when it is released, and wait in line.
First, I think you are confused. Pliny the Elder is a year round release. Yes, it is highly desired, especially in markets where Russian River does not distribute. However, people do not wait in line for its release. That is Pliny the Younger. It should be released somewhat soon and it is always a big event for the brewery and select bars that are lucky enough to score a keg.
Secondly, taste is taste and opinion is opinion. I really like the hop profile of Pliny the Elder. On the other hand, I don't understand the love for Bell's Two Hearted Ale. I prefer my pales to have more of a citrusy, juicy flavor. The Centennial hop is too musty of a taste for me to really enjoy.
Finally, I have never seen Russian River do any marketing for Pliny. Granted, I don't live anywhere near the brewery. However, it's reputation seems to be more word of mouth and positive review/ratings online. The hype on the beer comes completely from outside the brewery.