You (presumably) accept that a small, traditional, brewery can produce better beer than CUB, so why should it be a suprise that a small, traditional maltings can make better malt than Joe Whites?[\quote]
Nope, not suggesting that at all. I know no small brewery that can consistently produce crisp clean lagers such as CUB. Joe White has a lab to assess grain quality (prior to malting) worth more than any the entire set-up of any small Aussie maltster. I doubt they produce better malt than Joe White.
Possibly, but consistency isn't everything, particularly in English beers.[\quote]
Unless you wish to make the same beer twice
Most of the brewers I've spoken to who have expressed a preference have been more wedded to using floor-malted barley than are wedded to a particular variety.
Again this is probably just marketing an "ye olde world' thingy that drinkers feel comfortable with.