Wine has passed double blind testing. In fact, 'professional' wine testers undergo periodic blind testing to keep their status, and several connoisseurs flaunt their ability to blind test wine (amusing anecdote as an aside: read Roald Dahl's "taste"). That answers back all of the stuff about experienced/unexperienced. As for the brain/pleasure analysis, I mean, that's just classic placebo effect at work. I'll sell you 10,000 dollar Home Depot cables if it will make you happy.
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