Scientists have proved what I have always known to be true for many wine snobs: the more expensive a wine is, the better you perceive it to taste, regardless of how it actually tastes. Here is the Reuters article with the full story.

So what to do... I think I'm going to start putting fake $1000 price tags on the cheap Trader Joe's wine we serve and people will start having a better time over here, eh? Ross wishes I wouldn't reveal to our guests that I got wine for half price or something. Oh, or if I admit I shopped the BevMo "buy one full price, get a 2nd one for a penny" sale. That totally vexes him. Apparently, with good reason!