Except that psychology research constantly shows humans can't make consistent assessments of these things (e.g. expensive stuff always "sounds/tastes/looks bett

Except that psychology research constantly shows humans can't make consistent assessments of these things (e.g. expensive stuff always "sounds/tastes/looks better" simply because we "know" it's more expensive, even if it's the same as the cheap version). That's the whole reason we use measurements...