Bad news for audiophiles?

In new study a bottle of wine priced at $90 tastes better than a bottle of the same wine with price tag of $10.
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The taste and memory of wine dissipates where in audio you'll still be left wishing your bargain equipment into a decent sounding system, this is where the real deception is. Either way if you don't know wine or don't know sound it won't matter.
I'm a bit surprised at how much you guys are (intentionally) missing the point. The point is that our opinions of subjective items like wine, fine art and audio equipment can be persuaded by the cost. Many years ago, a friend of mine pointed out that nobody is interested in a $2 old chipped teapot at a garage sale. But if you take the exact same teapot and sell it at a fancy antique store for $200, somebody will find it very interesting and attractive.
Sounds like worse news for those oenophiles that listen to their rigs!