I agree with what you're saying, but I don't think iPhone apps driven by game mechanics are the right answer to this problem. It doesn't necessarily go with the

I agree with what you're saying, but I don't think iPhone apps driven by game mechanics are the right answer to this problem. It doesn't necessarily go with the relaxed Joie de vivre attitude of wine tasters. I feel it translates the experience from about enjoying wine to a mindless WoW quest like experience where all you want to do is to accomplish a set of objectives to get your reward.