The subjects experienced heightened neurological activity in the area of the brain responsible for pleasure.
The implication: Raising the price of a wine actually improves the flavour.
But there were two problems with the methodology, I think. The lucky subjects didn't actually have to pay for the wines; and the research was conducted before The Crash.
I'd bet if I had access to one of those brain scanners today, I could prove just the opposite. When budgets are tight and net worth is disappearing like the contents of a leaky bag-in-box, the bigger thrill comes from plunking down $10 on a bottle that tastes like $20. More...