And every wine 'expert' who read that will be totally confident that they can't be fooled so simply. Another part of the equation is the fiction we construct around ourselves to protect our ego.

Hey! I re-read it. The wine 'experts' tested were "undergraduates". Now I can legitimately suspect their research. Everybody knows freshmen are idiots. Especially freshmen flocking to a free wine-tasting.

See how easy that was? I can dismiss statistical significance with semantic juggling.