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From CNet:

Researchers from the California Institute of Technology and Stanford's business school have directly seen that the sensation of pleasantness that people experience when tasting wine is linked directly to its price. And that's true even when, unbeknownst to the test subjects, it's exactly the same Cabernet Sauvignon with a dramatically different price tag.

The research subjects were told the wine cost anywhere from $10 to $90.

Me, I can't find a $90 box of wine. But I've always suspected it would taste better.