That's not quite my argument. It's subtler than that: 1. the world is not univariate and there is rarely one variable that explains 90% of the variation; 2. eac

That's not quite my argument. It's subtler than that: 1. the world is not univariate and there is rarely one variable that explains 90% of the variation; 2. each user has a different utility function and it is rare to find one that applies to all aka "objective quality". What I am arguing is that one variable that DOES often matter is signalling - including the subtle signalling for taste that is linked to high social status, and that can be found in e.g. spotting the 1-inch long straight boutonniere and matt buttons that signal a Savile Row tailor. And sometimes the pure signalling in itself, the completely intangible value created by a marketing department, becomes as "real" as any of the intrinsic qualities of the product. Objectively, you do not need these things. A Ferrari is ultimately just a car. To some people the utility is getting from A to B, and they have a Bentley cos that's what people in their social circles do. Others truly love a well crafted product and value the Ferrari for the driving experience. Others yet have a different utility function, like a race driver who told me he did not enjoy driving the "borrowed" Lamborghini his friend lent him for a few track days, because his Evo had better visibility and turned much better, even if the Lambo was better in straight lines. And then you get the signalling where the Lambo is bought for its price tag in a flashy colour a la Entourage agent whatever his name was. I even remember a hedge fund manager who whilst he was interviewing me proudly showed me his F430 racing photos and cups. (was based on original comment that GL > BL) Blue Label is an excellent choice when another company is footing the bill at an open bar, and I know a lot of people who would be genuinely pleased if you served them a shot of Blue Label after hosting them for dinner. They are rarely whisky enthusiasts, but there is genuine utility in the happiness that you give them in the perceived value that has been created by Diageo's marketing department around the brand. These intangible things become, in my experience, increasingly important the closer you get to sales.