And people use wine differently here in the States. I mean granted there is a population of sincere wine lovers who really, really appreciate wine, but I don’t think you have the level of sophistication here that you have, let’s say, in the UK, where people who drink expensive wines, drink expensive wines not so much as a public statement about who they are and what they can afford, but they drink them because they like them and they love them, they’re passionate about them.

And I think people who drink wines based on truly, sincerely enjoying the experience, versus those who drink them sort of as a public statement about who they are and what their social status is, I think those are two different populations. And I think in the US, there’s a lot more conspicuous consumption of very expensive wine and probably not as much joy derived in the imbibition of same. ((One Million Dollar, What Is Reality, When A Billionaire Walks Into A Room))