Jonah Lehrer takes pleasure in the fact that we can't taste the difference between a cheap wine and an expensive one:
Instead of bemoaning this subjectivity, we should embrace it. We should realize that we can make our wines much more delicious, if only we take the time to learn about them. … The reason I harass my dinner guests is that our stories have consequences, that our beliefs often matter more than the grapes. The question is what those stories are. If the only story we can tell about wine is its price, then our pleasure will always linked to cost, even though this link doesn’t exist in most taste tests. And that’s why it’s important to find some other narratives, to focus on aspects of wine that don’t require a big expense account. Knowledge is free.
That might assuage some guilt considering "American wine consumers are 40 percent more likely to buy a wine with a cute animal on the label when compared to a straightforward label that gives the standard information."
The Dish 