I'm just going to play a brief video clip.
Pustit ću kratki video isječak.
Video: On the fifth of December 1985, a bottle of 1787 Lafitte was sold for 105,000 pounds -- nine times the previous world record. The buyer was Kip Forbes, son of one of the most flamboyant millionaires of the 20th century. The original owner of the bottle turned out to be one of the most enthusiastic wine buffs of the 18th century. Château Lafitte is one of the greatest wines in the world, the prince of any wine cellar.
Video: 50.000 funti. Petoga prosinca 1985., boca Lafittea iz 1787. prodana je za 105.000 funti – devet puta više od prethodnog svjetskog rekorda. G. Forbes. Kupac je bio Kip Forbes, sin jednog od najživopisnijih milijunaša 20. stoljeća. Pokazalo se da je izvorni vlasnik boce bio jedan od najstrastvenijih ljubitelja vina 18. stoljeća. Château Lafitte je jedno od najboljih vina svijeta, princ svakog vinskog podruma.
Benjamin Wallace: Now, that's about all the videotape that remains of an event that set off the longest-running mystery in the modern wine world. And the mystery existed because of a gentleman named Hardy Rodenstock. In 1985, he announced to his friends in the wine world that he had made this incredible discovery. Some workmen in Paris had broken through a brick wall, and happened upon this hidden cache of wines -- apparently the property of Thomas Jefferson. 1787, 1784. He wouldn't reveal the exact number of bottles, he would not reveal exactly where the building was and he would not reveal exactly who owned the building. The mystery persisted for about 20 years.
Benjamin Wallace: To je sav video zapis koji nam je ostao od tog događaja koji je pokrenuo jednu od najdugovječnijih tajni u modernom svijetu vina. A tajnovitost je nastala zbog gospodina po imenu Hardy Rodenstock. 1985. on je objavio svojim prijateljima u svijetu vina da je otkrio nešto nevjerojatno. Neki radnici u Parizu probili su cigleni zid, i nabasali na skriveno spremište vina -- navodno u vlasništvu Thomasa Jeffersona. 1787., 1784. Nije želio otkriti točan broj boca, nije htio otkriti gdje je točno ta zgrada i nije želio otkriti tko je točno vlasnik zgrade. Tajna je očuvana nekih 20 godina.
It finally began to get resolved in 2005 because of this guy. Bill Koch is a Florida billionaire who owns four of the Jefferson bottles, and he became suspicious. And he ended up spending over a million dollars and hiring ex-FBI and ex-Scotland Yard agents to try to get to the bottom of this. There's now ample evidence that Hardy Rodenstock is a con man, and that the Jefferson bottles were fakes.
Konačno se počela razotkrivati 2005. godine zbog ovog tipa. Bill Koch je floridski milijarder, vlasnik četiri Jeffersonove boce, koji je postao sumnjičav. Na koncu je potrošio preko milijun dolara i uposlio bivše FBI i Scotland Yard agente kako bi došao do dna ove tajne. Danas postoji dovoljno dokaza da je Hardy Rodenstock prevarant, i da su Jeffersonove boce lažne.
But for those 20 years, an unbelievable number of really eminent and accomplished figures in the wine world were sort of drawn into the orbit of these bottles. I think they wanted to believe that the most expensive bottle of wine in the world must be the best bottle of wine in the world, must be the rarest bottle of wine in the world. I became increasingly, kind of voyeuristically interested in the question of you know, why do people spend these crazy amounts of money, not only on wine but on lots of things, and are they living a better life than me?
Ali u tih 20 godina, nevjerojatan broj stvarno eminentnih i stručnih ljudi u svijetu vina bio je uvučen u orbitu tih boca. Mislim da su željeli vjerovati da najskuplja boca vina na svijetu mora biti najbolja boca vina na svijetu, mora biti najrjeđa boca vina na svijetu. Mene je sve više zanimalo, nekako voajeristički, pitanje zašto ljudi troše te sulude količine novca, ne samo na vino, već i na mnoge druge stvari, kao i pitanje žive li oni boljim životom od mene?
So, I decided to embark on a quest. With the generous backing of a magazine I write for sometimes, I decided to sample the very best, or most expensive, or most coveted item in about a dozen categories, which was a very grueling quest, as you can imagine.
Pa sam se zaputio u potragu. Potpomognut darežljivo od strane časopisa za koji ponekad pišem, odlučio sam kušati najbolje, ili najskuplje, ili najobožavanije stvari u tucet kategorija, što je bio vrlo mukotrpan zadatak kao što možete zamisliti.
(Laughter)
(Smijeh)
This was the first one. A lot of the Kobe beef that you see in the U.S. is not the real thing. It may come from Wagyu cattle, but it's not from the original, Appalachian Hyogo Prefecture in Japan. There are very few places in the U.S. where you can try real Kobe, and one of them is Wolfgang Puck's restaurant, Cut, in Los Angeles. I went there, and I ordered the eight-ounce rib eye for 160 dollars. And it arrived, and it was tiny. And I was outraged. It was like, 160 dollars for this? And then I took a bite, and I wished that it was tinier, because Kobe beef is so rich. It's like foie gras -- it's not even like steak. I almost couldn't finish it. I was really happy when I was done.
Ovo je prvo što sam kušao. Kobe govedina koju vidite u SAD-u često nije prava stvar. Možda dolazi od goveda Wagyu, ali ne i iz Appalachian Hyogo prefekture u Japanu. Postoji vrlo malo mjesta u SAD-u gdje možete probati pravu Kobe, a jedno od njih je restoran CUT Wolfganga Pucka, u Los Angelesu. Otišao sam onamo i naručio 200g rebara za 160 dolara. Meso je stiglo, i bilo je majušno. Razbjesnio sam se. Kao, 160 dolara za ovo? A tada sam zagrizao, i poželio da je još manje jer je govedina Kobe vrlo bogatog okusa. Nešto kao foie gras (guščja jetrica) – čak ni ne sliči na odrezak. Skoro da nisam mogao sve pojesti. Bio sam presretan kad mi je to uspjelo.
(Laughter)
(Smijeh)
Now, the photographer who took the pictures for this project for some reason posed his dog in a lot of them, so that's why you're going to see this recurring character. Which, I guess, you know, communicates to you that I did not think that one was really worth the price.
Fotograf koji je slikao za ovaj projekt iz nekog razloga je uključio svog psa na mnoge fotografije, pa ćete zato stalno viđati ovaj lik. Ovo vam, valjda, govori da nisam mislio da je ta govedina vrijedna cijene.
White truffles. One of the most expensive luxury foods by weight in the world. To try this, I went to a Mario Batali restaurant in Manhattan -- Del Posto. The waiter, you know, came out with the white truffle knob and his shaver, and he shaved it onto my pasta and he said, you know, "Would Signore like the truffles?" And the charm of white truffles is in their aroma. It's not in their taste, really. It's not in their texture. It's in the smell. These white pearlescent flakes hit the noodles, this haunting, wonderful, nutty, mushroomy smell wafted up. 10 seconds passed and it was gone. And then I was left with these little ugly flakes on my pasta that, you know, their purpose had been served, and so I'm afraid to say that this was also a disappointment to me. There were several -- several of these items were disappointments.
Bijeli tartufi. Jedno od najskupljih jela svijeta po jedinici težine. Da ih probam, otišao sam u restoran Maria Batalija na Manhattanu -- Del Posto. Konobar je izišao s gromadom bijelog tartufa i strugalicom i sastrugao je tartuf na moju tjesteninu i rekao, "Da li bi Signore volio tartufe?" Šarm bijelih tartufa je u njihovoj aromi. Nije stvar u okusu, zapravo. Nije u teksturi. Već u mirisu. Ti bijeli, biserasti listići su pali na noklice, i proganjajući, divan, orašast, gljivast miris se uzdigao. Nakon 10 sekundi više ga nije bilo. I tada sam ostao s tim malim ružnim listićima na tjestenini, znate, koji su ispunili svoju svrhu, pa se bojim da moram reći da mi je i to bilo razočaranje. Nekoliko – nekoliko stvari na popisu su bila razočaranja.
(Laughter)
(Smijeh)
Yeah. The magazine wouldn't pay for me to go there.
Da. Časopis nije htio platiti da idem ovdje.
(Laughter)
(Smijeh)
They did give me a tour, though. And this hotel suite is 4,300 square feet. It has 360-degree views. It has four balconies. It was designed by the architect I.M. Pei. It comes with its own Rolls Royce and driver. It comes with its own wine cellar that you can draw freely from. When I took the tour, it actually included some Opus One, I was glad to see. 30,000 dollars for a night in a hotel.
Ali proveli su me, ipak. Ovaj hotelski apartman se proteže na 1.300 četvornih metara. Ima pogled od 360 stupnjeva. Četiri balkona. Projektirao ga je arhitekt I.M. Pei. Uključen je vlastiti Rolls Royce s vozačem. Uključen je i vinski podrum iz kojeg možete slobodno uzimati vina. Kad su mene proveli, bila su tu i vina Opus One, kako sam zadovoljno primijetio. Noćenje u hotelu stoji 30.000 dolara.
This is soap that's made from silver nanoparticles, which have antibacterial properties. I washed my face with this this morning in preparation for this. And it, you know, tickled a little bit and it smelled good, but I have to say that nobody here has complimented me on the cleanliness of my face today.
Ovo je sapun načinjen od srebrnih nanočestica, koje imaju antibakterijska svojstva. Oprao sam lice njime jutros pripremajući se za ovaj govor. Malo je bridio, znate, i miriše dobro, ali moram reći da mi nitko danas, ovdje, nije dao kompliment na čistoću mog lica.
(Laughter)
(Smijeh)
But then again, nobody has complimented me on the jeans I'm wearing. These ones GQ did spring for -- I own these -- but I will tell you, not only did I not get a compliment from any of you, I have not gotten a compliment from anybody in the months that I have owned and worn these. I don't think that whether or not you're getting a compliment should be the test of something's value, but I think in the case of a fashion item, an article of clothing, that's a reasonable benchmark. That said, a lot of work goes into these. They are made from handpicked organic Zimbabwean cotton that has been shuttle loomed and then hand-dipped in natural indigo 24 times. But no compliments.
A onda, nisam dobio ni kompliment na traperice koje nosim. Ove sam dobio na poklon od kompanije GQ – moje su – ali da vam kažem, ne samo da mi nitko od vas nije dao kompliment, ni nitko drugi mi nije dao kompliment sve te mjesece koliko ih imam i nosim. Ne mislim da su komplimenti dokaz vrijednosti nečega, ali mislim da je u slučaju modnog detalja, komada odjeće, to razumno mjerilo. Ipak, puno posla je ugrađeno u njih. Napravljene su od ručno branog organskog zimbabvejskog pamuka obrađenog na tkalačkom stroju a zatim 24 puta ručno umočenog u prirodni indigo. Ali nema komplimenata.
(Laughter)
(Smijeh)
Thank you.
Hvala vam.
Armando Manni is a former filmmaker who makes this olive oil from an olive that grows on a single slope in Tuscany. And he goes to great lengths to protect the olive oil from oxygen and light. He uses tiny bottles, the glass is tinted, he tops the olive oil off with an inert gas. And he actually -- once he releases a batch of it, he regularly conducts molecular analyses and posts the results online, so you can go online and look at your batch number and see how the phenolics are developing, and, you know, gauge its freshness. I did a blind taste test of this with 20 people and five other olive oils. It tasted fine. It tasted interesting. It was very green, it was very peppery. But in the blind taste test, it came in last. The olive oil that came in first was actually a bottle of Whole Foods 365 olive oil which had been oxidizing next to my stove for six months.
Armando Manni je bivši filmaš koji proizvodi maslinovo ulje od maslina koje rastu na samo jednom obronku u Toskani. I on se stvarno trudi zaštititi maslinovo ulje od kisika i svjetlosti. Koristi male boce, staklo je zatamnjeno, a maslinovo ulje prekriva inertnim plinom. On – jednom kad proizvede kontingent, redovito radi molekularnu analizu i rezultate objavljuje na Internetu, tako da možete otići na mrežu i potražiti broj svog kontingenta i vidjeti kako se razvijaju fenolici, i, znate, ocijeniti svježinu. S još 20 ljudi proveo sam kušanje naslijepo, uspoređujući ga s još pet ulja. Okus je dobar. Okus je zanimljiv. Ulje je vrlo zeleno, na papriku. Ali u testu naslijepo, ocijenjeno je kao zadnje. Maslinovo ulje koje je ocijenjeno najbolje zapravo je boca maslinovog ulja Whole Foods 365 koje je šest mjeseci oksidiralo u blizini moje pećnice.
(Laughter)
(Smijeh)
A recurring theme is that a lot of these things are from Japan -- you'll start to notice.
Tema koja se provlači je da je mnogo toga iz Japana -- počet ćete to primjećivati.
I don't play golf, so I couldn't actually road test these, but I did interview a guy who owns them. Even the people who market these clubs -- I mean, they'll say these have four axis shafts which minimize loss of club speed and thereby drive the ball farther -- but they'll say, look, you know, you're not getting 57,000 dollars worth of performance from these clubs. You're paying for the bling, that they're encrusted with gold and platinum. The guy who I interviewed who owns them did say that he's gotten a lot of pleasure out of them, so ...
Ne bavim se golfom, pa nisam stvarno ovo mogao testirati, ali sam intervjuirao čovjeka koji je vlasnik. Čak i ljudi koji reklamiraju ove štapove – mislim, reći će da ovi imaju četiri osi koje minimiziraju gubitak brzine štapa i zato bacaju lopticu dalje – ali reći će, gledajte, nećete od ovih štapova dobiti poboljšanje učinka vrijedno 57.000 dolara. Plaćate sjaj, to što su optočeni zlatom i platinom. Tip s kojim sam razgovarao koji ih ima kaže da su mu pružili puno zadovoljstva, pa ...
Oh, yeah, you know this one? This is a coffee made from a very unusual process. The luwak is an Asian Palm Civet. It's a cat that lives in trees, and at night it comes down and it prowls the coffee plantations. And apparently it's a very picky eater and it, you know, hones in on only the ripest coffee cherries. And then an enzyme in its digestive tract leeches into the beans, and people with the unenviable job of collecting these cats' leavings then go through the forest collecting the, you know, results and processing it into coffee -- although you actually can buy it in the unprocessed form. That's right.
O da, znate ovo? Ovo je kava koja se proizvodi vrlo neobičnim procesom. Luwak je azijska divlja mačka. To je mačka koja živi na drveću, a noću se spušta i brsti po plantažama kave. Navodno je vrlo izbirljiva i jede samo najzrelija zrna kave. Tada enzim u njenom probavnom traktu natapa zrna, i ljudi čiji je nezavidan posao skupljati iza mačaka tada hodaju šumom i skupljaju, znate, to i prerađuju to u kavu – premda je to moguće kupiti i u neprerađenom obliku. Tako je.
Unrelatedly --
Nevezano za to --
(Laughter)
(Smijeh)
Japan is doing crazy things with toilets.
U Japanu rade lude stvari sa zahodima.
(Laughter)
(Smijeh)
There is now a toilet that has an MP3 player in it. There's one with a fragrance dispenser. There's one that actually analyzes the contents of the bowl and transmits the results via email to your doctor. It's almost like a home medical center -- and that is the direction that Japanese toilet technology is heading in. This one does not have those bells and whistles, but for pure functionality it's pretty much the best -- the Neorest 600. And to try this -- I couldn't get a loaner, but I did go into the Manhattan showroom of the manufacturer, Toto, and they have a bathroom off of the showroom that you can use, which I used. It's fully automated -- you walk towards it, and the seat lifts. The seat is preheated. There's a water jet that cleans you. There's an air jet that dries you. You get up, it flushes by itself. The lid closes, it self-cleans. Not only is it a technological leap forward, but I really do believe it's a bit of a cultural leap forward. I mean, a no hands, no toilet paper toilet. And I want to get one of these.
Sada imate toalet koji ima ugrađen MP3 player. Postoji i zahod s raspršivačem mirisa. Ima i takav koji analizira sadržaj školjke i rezultate e-mailom šalje vašem liječniku. To je skoro kao kućni medicinski centar -- i to je pravac u kojem se kreće japanska zahodska tehnologija. Ovaj nema sve te dodatke, ali kad govorimo o čistoj funkcionalnosti, najbolji je -- Neorest 600. Da bih ga isprobao – nisam ga mogao dobiti na posudbu, ali sam otišao u salon proizvođača, Totoa, na Manhattanu, i oni imaju stražnju kupaonicu koju možete koristiti, pa sam je koristio. Sasvim je automatizirana – idete prema njoj i poklopac se diže. Sjedalo je grijano. Tu je i mlaz vode koji vas opere. I mlaz zraka koji vas osuši. Ustanete, i voda se pusti sama. Poklopac se zatvori, školjka se sama čisti. Ne samo da je to tehnološki skok naprijed, nego stvarno vjerujem i da je kulturološki skok naprijed. Mislim, zahod gdje ne koristite ruke i toaletni papir. I želim si jedan takav.
(Laughter)
(Smijeh)
This was another one I could not get a loaner of. Tom Cruise supposedly owns this bed. There's a little plaque on the end that, you know, each buyer gets their name engraved on it.
A ovo je još jedna stvar koju nisam dobio na posudbu. Navodno je Tom Cruise vlasnik ovakvog kreveta. Na kraju je pločica, znate, svaki kupac dobije ugravirano svoje ime.
(Laughter)
(Smijeh)
To try this one, the maker of it let me and my wife spend the night in the Manhattan showroom. Lights glaring in off the street, and we had to hire a security guard and all these things. But anyway, we had a great night's sleep. And you spend a third of your life in bed. I don't think it's that bad of a deal.
Da ga isprobamo, proizvođač je dopustio meni i mojoj ženi da provedemo noć u salonu na Manhattanu. Sa svjetlima što blješte s ulice, morali smo unajmiti čuvara i sve to. Ali odlično smo spavali. A trećinu života provedete u krevetu. Mislim da ova pogodba nije tako loša.
(Laughter)
(Smijeh)
This was a fun one. This is the fastest street-legal car in the world and the most expensive production car. I got to drive this with a chaperone from the company, a professional race car driver, and we drove around the canyons outside of Los Angeles and down on the Pacific Coast Highway. And, you know, when we pulled up to a stoplight the people in the adjacent cars kind of gave us respectful nods. And it was really amazing. It was such a smooth ride. Most of the cars that I drive, if I get up to 80 they start to rattle. I switched lanes on the highway and the driver, this chaperone, said, "You know, you were just going 110 miles an hour." And I had no idea that I was one of those obnoxious people you occasionally see weaving in and out of traffic, because it was just that smooth. And if I was a billionaire, I would get one.
Ovo je bilo zabavno. Ovo je najbrži auto koji je dopušteno voziti na cesti na svijetu i najskuplji auto u proizvodnji. Mogao sam ga voziti uz dadilju iz kompanije, profesionalnog vozača utrka, i vozili smo se po kanjonima izvan Los Angelesa i niz autocestu Pacific Coast. I, znate, kad smo stali na semaforu ljudi u susjednim automobilima kimnuli bi s poštovanjem. I zaista je zapanjujuće. Vožnja je bila vrlo glatka. Kod većine auta koje vozim, kad dođem do 120 oni počinju tandrkati. Prestrojio sam se na autocesti i vozač, dadilja, rekao je, "Znate, upravo ste išli 175 na sat." A nisam imao pojma da sam postao jedan od onih antipatičnih tipova koje povremeno vidite kako vijugaju u prometu, jer je vožnja toliko glatka. I da sam milijarder, nabavio bih jednoga.
(Laughter)
(Smijeh)
This is a completely gratuitous video I'm just going to show of one of the pitfalls of advanced technology. This is Tom Cruise arriving at the "Mission: Impossible III" premiere. When he tries to open the door, you could call it "Mission: Impossible IV."
Ovo je potpuno neopravdan video kojega ću sad prikazati o jednoj zamci napredne tehnologije. Ovo je Tom Cruise koji dolazi na premijeru „Nemoguća misija III“. Kad pokuša otvoriti vrata, mogli biste reći „Nemoguća misija IV“.
There was one object that I could not get my hands on, and that was the 1947 Cheval Blanc. The '47 Cheval Blanc is probably the most mythologized wine of the 20th century. And Cheval Blanc is kind of an unusual wine for Bordeaux in having a significant percentage of the Cabernet Franc grape. And 1947 was a legendary vintage, especially in the right bank of Bordeaux. And just together, that vintage and that chateau took on this aura that eventually kind of gave it this cultish following. But it's 60 years old. There's not much of it left. What there is of it left you don't know if it's real -- it's considered to be the most faked wine in the world. Not that many people are looking to pop open their one remaining bottle for a journalist.
Postoji jedna stvar koje se nisam mogao dočepati, a to je Cheval Blanc iz 1947. godine. Cheval Blanc '47 je vjerojatno najmitskije vino dvadesetog stoljeća. I ono je neobično vino za Bordeaux jer sadrži značajan postotak grožđa Cabernet Franc. A 1947. je bila legendarna godina, naročito na desnoj obali Bordeauxa. I ta godina i to vino su zajedno zadobili auru koja ga je naposlijetku učinila kultnim. Ali staro je 60 godina. Nije ga puno ostalo. Za ono što je ostalo ne znate je li pravo -- vjeruje se da je to najkrivotvorenije vino na svijetu. I nema tako puno ljudi koji će otvoriti svoju zadnju bocu novinaru.
So, I'd about given up trying to get my hands on one of these. I'd put out feelers to retailers, to auctioneers, and it was coming up empty. And then I got an email from a guy named Bipin Desai. Bipin Desai is a U.C. Riverside theoretical physicist who also happens to be the preeminent organizer of rare wine tastings, and he said, "I've got a tasting coming up where we're going to serve the '47 Cheval Blanc." And it was going to be a double vertical -- it was going to be 30 vintages of Cheval Blanc, and 30 vintages of Yquem. And it was an invitation you do not refuse. I went.
Pa sam odustao od pokušaja da dođem do njega. Poslao sam upit prodavačima, organizatorima dražbi, i nisam imao uspjeha. A tada sam dobio e-mail od čovjeka po imenu Bipin Desai. Bipin Desai je teorijski fizičar sa sveučilišta Riverside koji je također ugledni organizator kušanja rijetkih vina, i rekao je: „Organiziram jedno kušanje gdje ćemo poslužiti Cheval Blanc '47." To je trebala biti dvostruka vertikala -- 30 godišta vina Cheval Blanc, i 30 godišta vina Yquem. To je bio poziv kakav ne odbijate. Otišao sam.
It was three days, four meals. And at lunch on Saturday, we opened the '47. And you know, it had this fragrant softness, and it smelled a little bit of linseed oil. And then I tasted it, and it, you know, had this kind of unctuous, porty richness, which is characteristic of that wine -- that it sort of resembles port in a lot of ways. There were people at my table who thought it was, you know, fantastic. There were some people who were a little less impressed. And I wasn't that impressed. And I don't -- call my palate a philistine palate -- so it doesn't necessarily mean something that I wasn't impressed, but I was not the only one there who had that reaction. And it wasn't just to that wine. Any one of the wines served at this tasting, if I'd been served it at a dinner party, it would have been, you know, the wine experience of my lifetime, and incredibly memorable. But drinking 60 great wines over three days, they all just blurred together, and it became almost a grueling experience.
Trajalo je tri dana, četiri obroka. I za subotnji ručak otvorili smo '47. Znate, imalo je meku aromu, i mirisalo pomalo na laneno ulje. A tada sam ga kušao i imalo je gustoću, bogatstvo poput porta, koji su karakteristični za to vino -- jer na mnogo načina podsjeća na porto. Bilo je ljudi za mojim stolom koji su mislili da je fantastično. Bilo je ljudi koji su bili manje impresionirani. A ja nisam bio tako impresioniran. A ja ne – nazovimo moje čulo okusa neprofinjenim -- pa ne znači bogzna što što ja nisam impresioniran, ali nisam bio jedini ondje koji je bio takvog dojma. I ne samo kad je to vino u pitanju. Svako vino posluženo na tom kušanju, da je bilo posluženo na običnoj večeri bilo bi vinsko iskustvo mog života, nezaboravno. Ali kad pijete 60 vrhunskih vina u tri dana, sva se ona nekako pomiješaju, i iskustvo je postalo gotovo tegobno.
And I just wanted to finish by mentioning a very interesting study which came out earlier this year from some researchers at Stanford and Caltech. And they gave subjects the same wine, labeled with different price tags. A lot of people, you know, said that they liked the more expensive wine more -- it was the same wine, but they thought it was a different one that was more expensive. But what was unexpected was that these researchers did MRI brain imaging while the people were drinking the wine, and not only did they say they enjoyed the more expensively labeled wine more -- their brain actually registered as experiencing more pleasure from the same wine when it was labeled with a higher price tag.
Želio sam završiti navodeći vrlo zanimljivu studiju koju su ranije ove godine objavili istraživači na Stanfordu i Caltechu. Dali su ispitanicima isto vino, označili ga različitim cijenama. Mnogi su, znate, rekli da im se više sviđa skuplje vino -- bilo je to isto vino, ali su mislili da je bilo drugačije ono koje je bilo skuplje. Ali neočekivana stvar je bila da su istraživači obavljali MRI slikanje mozga dok su ispitanici pili vino, i ne samo da su rekli da su više uživali u vinu s višom cijenom, već je i njihov mozak registrirao više zadovoljstva od istog vina kad je bilo označeno kao skuplje.
Thank you.
Hvala vam.