A bit off-topic but interesting nonetheless out of Stanford... from Stanford Business School Research: Does a Wine's Pricetag Affect Its Taste? In what will be music to the ears of marketers, the old adage that you get what you pay for really is true when it comes to that most ephemeral of products: bottled wine. According to researchers at the Stanford Graduate School of Business and the California Institute of Technology, if a person is told he or she is tasting two different wines — and that one costs $5 and the other $45 when they are, in fact, the same wine — the part of the brain that experiences pleasure will become more active when the drinker thinks he or she is enjoying the more expensive vintage. Access this feature and other related research stories online
I'm not drinking any f#%#$^#$ Merlot!!