In the earlier days of North American craft malt—say, a decade ago—adventurous brewers and steadfast locavores were the most likely consumers.
European malt was less expensive then, relative to the overall market. Many of the craft maltings that existed were smaller, and their maltsters were less experienced than they are today.
That didn’t stop brewers from trying it out, but it was often in smaller quantities for niche beers or one-offs. While that’s still frequently the case today, there are more brewers who say the cost-benefit balance has shifted.