The Complexity of "Taste"

Here is an interesting article in Wired by the author of "How We Decide". I've long believed that context is at least 50% of the taste experience, so I do agree with his premise that while objectively it makes no sense to buy more expensive wine (scotch), subjectivity based on price, label, history, mood, drinking environment etc. still hold the trump cards every time. And happily so.  

http://www.wired.com/wiredscience/2011/04/should-we-buy-expensive-wine/