Years of conducting blind tastings taught me perception can have a big influence on how we taste things. It's just our nature and I'm as subject to the influence as anyone else. If you hand a four year old a piece of broccoli he may taste it and say 'yuck' which is a true assessment because he has no perception of what broccoli is or how it should taste, he just knows he doesn't like it.
Yet I've handed an experienced grown up a glass of 12 year old single malt and have him say the adult equivalent of yuck because he was going on taste alone without knowing what was in the glass. This opposed to the fact he has a bottle of this same stuff in his home bar where he considers it to be a first rate choice.
I choose single malt as an example because those canny Scots have made an art of overaged, limited issue, specially finished, very expensive whisys (some of which can be truly dreadful) but they're not selling higher quality rather they are selling exclusivity. Not a bad thing in and of itself and serves the role of corporate gift giving during the holidays, but may not my first drinking choice. Anybody remember the 15 year old Canadian Club limited bottling they came out with some years back? Beautifully packaged in a fancy box it made an impression but in truth was a very lightly flavored dram that I would just as soon mix with ginger ale as drink straight.
I've found price, packaging and the exclusive factors don't guarantee that either I or my guests will like it any more than a regular offering and in fact may like it less because overaging can easily throw a whisky out of balance, yet if it has the 'right' label guests will gush over it because, well, they think they should, it's just instinct to follow the lead because no one wants to be thought of as unable to appreciate what they have been told is the good stuff. We are all the World's greatest expert on our individual preferences though and blind tasting is the best way to separate out the members of the herd.
My son is grown now and he still won't eat broccoli no matter how finely you mince and try to hide it in a casserole.