“Twenty subjects tasted five wine samples which were distinguished solely by their retail price, with bottles ranging from $5 to $90. Although the subjects were told that all five wines were different, the scientists had actually only given them three different wines. […] Not surprisingly, the subjects consistently reported that the expensive wine tasted better. They preferred the taste of the $90 bottle to the $10 bottle, and thought the $45 bottle was more delicious than than the $5 wine.” (story) - Leicas take better photos?