Look, we're not going to argue that there aren't different tastes in wine, or that sophisticated palates can't discern all levels of flavor notes. But most people just drink wine because they know what it tastes like: Wine. And everything the general public is sold on after that is part physiological fast-pitch, part marketing: Those notes of oak, chocolate, raspberry, and Argentine sunshine? To most of the world, they don't exist. At least not until we buy into them.