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Several experts I have talked to in the high-end wine business regard their own field as essentially a placebo market; one of them admitted that he was relatively uninterested in the products he sold and would sneak off and fetch a beer at premium tastings of burgundies costing thousands of pounds a bottle. Another described himself as 'the eunuch in the whorehouse' - someone who was valuable because he was immune to the charms of the product he promoted.