Two glasses sit side by side on the table, each filled midway up with red wine. On the bottom of each stem is a white piece of paper. One reads “Wine A”; the other, “Wine B.” I, along with approximately one hundred and thirty others, have a simple assignment: taste both wines and rate their tastes from one (worst) to ten (best), then write down which we think is more expensive. We aren’t allowed to comment out loud or talk with our neighbors. What—and how—will we choose? And will those rankings match the rankings and prices of the actual wines inside each glass?
via What We Really Taste When We Drink Wine : The New Yorker.