What is it worth?
$15 to me
What should I pay?
- $12.99? Buy it. I’d have paid fifteen.
- $15? That’s about right. I had it at fifteen.
- $18? Walk. It’s a fifteen-dollar wine wearing an eighteen-dollar tag.
The take
Napa fruit blended to a price by somebody who plainly knows the job, and the price is the entire trick. It will never be profound.