On Wine. A tragedy.
Ryan Opaz

This can be generalised whereever there is a lot of potential for scientific understanding of what’s going on (but little actual science).

Take cycling. There are sophisticated people who sneer at certain bikes, bike brands, bike clothes. If a person comes into their orbit, cycling goes from being simple fun to a potential source of shame. Rapidly, spending a lot of money becomes the only way to avoid that shame.

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