They always buy the 10¢ wine
No, not an expose of the cheapest wine in America, but an old story about Ernest Gallo, who once offered a customer two wines to choose from: a 5¢ bottle and a 10¢ bottle (this was back in the depression). The buyer chose the 10¢ bottle; the wines were the same. A new discovery of mine, the American Association of Wine Economists, takes this further, noting recent studies from the National Academy of Sciences, showing fairly conclusively that people ascribe…