Could someone please explain the big woop-de-doo about Jack Daniels's? Since they lowered the proof of the booze in the bottle I've been having a hard time justifying a purchase. I'm not saying it is gut rot but I would put it about the same quality as a regular run of the mill Bourbon. To my mind not worthy of the extra money they seem to be asking. So what am I missing here? Is the extra price of Jack Daniel's all about hype and advertising or do some of you understand where that extra money goes into the bottle?