There was a neurological study on people a while ago that proved that more expensive wine tastes better.
It was something like a group of people tasted 2 identical bottles of wine, one of which they were told was lowish in price, say £4,99, and the other expensive, £24,99. Not only did all the testers express a preference for the most expensive bottle but scans of their brain activity actually showed they physically experienced more pleasure when drinking the pricier bottle.
( TFD is sporting this season's finest necropants, Wed 7 Apr 2010, 15:22, Reply)