My argument has nothing to do with quality, and it has everything to do with taste/price. Here are two axioms to consider: 1) Higher price is not equal to higher quality. (It can be, but in many cases it can also have a lot to do with various other economic factors, supply/demand, name recognition, price gouging etc.)2) Higher price is not equal to better taste. Point is, quality/taste is not dependent on cost. There are high quality/good tasting cheap wines, and low quality/poor tasting cheap wines. Just as there are high quality/good tasting expensive wines and low quality/poor tasting expensive wines. Studies have shown that for the overwhelming majority of people (including self-proclaimed wine experts) you are as likely to find a wine that is as good tasting among the cheap wines as you are among the expensive wines. However, the visual and mental stimuli and expectations of a more expensive wine can give even the most expert wine drinkers the perception that a wine is better than it actually is. This was illustrated by the wine experts rating highly the wine in the expensive looking bottles, while rating as poor the wine in the cheap looking bottles - despite the fact that the wine used in the experiment was exactly the same. It is the placebo effect, only applied to expensive fermented grape juice. The Beer Wars illustration proved this as well. Each person went into the discussion claiming that they had a favorite American style lager and could pick it from the others. Yet, in the experiment itself, only about a third could do so. They believe that their favorite beer was better than the others and it was completely based on a preconceived impression based on visual marketing and expectations. Yet, once the visual stimuli was taken away, they couldn't recognize the difference in taste between what they claimed was best and the other two (because in all actuality there was no difference in taste). So essentially what made their chosen beer the "better" beer was solely a matter of perception rather than fact. I don't think that wine is incredibly different...take a wine of equal taste and flavor, and our minds will tell us that the more expensive one must be better, and so we believe it to be better and it impacts how we experience the wine. But, take away the visual stimuli and anticipation, and the difference between the good tasting cheap bottle and the good tasting expensive bottle is minimized if not negated entirely. That is how our human brain works, and it is fascinating how it can be deceived by marketing and other external stimuli. Once you know how that the brain works this way, a person can realize that often spending a larger amount of money may simply be paying for a perception of quality, and a perception of taste, rather than actual quality or taste.