In blind taste tests, longtime smokers can’t tell their brand from any of the competitors and wine connoisseurs have a hard time telling £200 bottles from £10 ones. When presented with microwaved food from the frozen food section in the setting of a fine restaurant, most people never notice. Taste is subjective, which is another way of saying you are not so smart when it comes to choosing one product over another. All things being equal—you refer back to the advertising or the packaging or conformity with your friends and family. Presentation is everything.
