I'm just going to play a brief video clip.
Zavrtel vam bom kratek video posnetek.
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.
Posnetek: 50.000 funtov 5. decembra 1985 je bila steklenica Lafitte letnik 1787 prodana za 105.000 funtov - za 9x več kot je bil prejšnji svetovni rekord. G. Forbes. Kupec je bil Kip Forbes sin enega najbolj bleščečih milionarjev 20. stoletja. Izkazalo se je, da je bil prvotni lastnik steklenice eden najbolj navdušenih vinskih poznavalcev 18. stoletja. Chateau Lafitte je eno najboljših vin na svetu, princ katerekoli vinske kleti.
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: Torej, to je vse, kar je posnetega o dogodku, ki je postal najdlje trajajoča skrivnost v modernem svetu vin. In ta skrivnost je obstajala zaradi gospoda z imenom Hardy Rodenstock. Leta 1985 je razglasil svojim prijateljem, da je odkril nekaj neverjetnega. Neki delavci v Parizu so razbili opečni zid in naleteli na skrito skladišče vina, katerega lastnik naj bi bil Thomas Jefferson. 1787, 1784. Rodenstock ni hotel razkriti natančnega števila steklenic, ni hotel razkriti, kje natančno stoji ta stavba, in ni hotel razkriti, kdo je lastnik te stavbe. Ta skrivnost se je obdržala okoli 20 let.
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.
Končno se je razrešila leta 2005, s pomočjo tega človeka. Bill Koch, floridski multimilijonar, je lastnik štirih Jeffersonovih steklenic. Bill Koch je postal sumničav. Potrošil je več kot milijon dolarjev, najel bivše agente FBI in bivše agente Scotland Yarda, da bi prišel skrivnosti do dna. Sedaj je dovolj dokazov, da je bil Hardy Rodenstock prevarant in da so bile te Jeffersonove steklenice nepristne.
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?
Ampak v teh 20-ih let je neverjetno veliko bogatih in uglednih oseb v svetu vina potegnilo v orbito teh steklenic. Mislim, da so si želeli verjeti, da mora biti najdražja steklenica vina na svetu hkrati tudi najboljša steklenica vina in najredkejša steklenica vina na svetu. Začel sem se zelo zanimati za to, zakaj ljudje zapravljajo nore vsote denarja, ne samo za vino pač pa za veliko stvari, in ali imajo boljše življenje kot jaz?
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.
Tako sem se odločil, da se podam na pot. Z velikodušno podporo revije, za katero občasno pišem, sem se odločil poskusiti najboljšo, najdražjo ali najbolj zaželjeno stvar v okoli 12 kategorijah. To je bil kar naporen podvig, kar si lahko predstavljate.
(Laughter)
(smeh)
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.
To sem poskusil najprej. Veliko t.i. kobe govedine, ki jo vidite v ZDA, ni pristne. Govedina je lahko pridelana iz goveda pasme Wagyu, ne izvira pa iz originalne apalaške perfekture na Japonskem. V ZDA je zelo malo krajev, kjer lahko poskusite pristno kobe govedino. Eden izmed teh krajev je restavracija Wolfgang Puck v Los Anglesu. Šel sem tja in naročil okoli 220 g kobe govedine za 160 dolarjev. Dobil sem jed, zrezek je bil tanek. Bil sem ves iz sebe. Pomislil sem, 160 dolarjev za tole? In potem sem naredil prvi grižljaj in si zaželel, da bi bil še tanjši, saj je kobe govedina tako zelo bogata. Je kot foie gras (račja pašteta), sploh ni kot zrezek. Skoraj nisem zmogel pojesti vsega. Res sem bil vesel, ko sem končal.
(Laughter)
(smeh)
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, ki je posnel fotografije za ta projekt, je iz neznanega razloga velikokrat fotografiral svojega psa, zato boste večkrat videli tega psa. Slika verjetno napeljuje na to, da se mi vse skupaj ni zdelo vredno cene.
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.
Beli tartufi. Ena izmed najdražjih luksuznih jedi po teži na svetu. Da bi poskusil to, sem šel v restavracijo Mario Batali, na Manhattnu - Del Posto. Natakar je prišel do mene z belim tartufovim gumbkom in ga narezal na moje testenine in vprašal: "Želi gospod tartufe?" Čar belih tartufov je v njihovi aromi. Ne v okusu in tudi ne v teksturi. Čar je v vonju. Ko so se te bele perlaste snežinke dotaknile rezancev, se je pojavil ta prekrasen, oreščkasto-gobast vonj. Že 10 sekund pozneje vonja ni bilo več. In nato sem ostal s temi malimi grdimi snežinkami na mojih testeninah, ki so odslužile svojemu namenu in zato se bojim, da je bila tudi ta izkušnja zame razočaranje. Še kar nekaj izmed teh stvari me je razočaralo.
(Laughter)
(smeh)
Yeah. The magazine wouldn't pay for me to go there.
Ja. Revija ni želela plačati, da grem tja.
(Laughter)
(smeh)
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.
So me pa peljali na ogled. Ta hotelska soba je velika 131.115 m2. Iz sobe je razgled vse naokrog za 360 stopinj. Ima 4 balkone. Oblikoval jo je arhitekt I.M. Pei. Zraven pride še lasten Rolls Royce in šofer. Poleg tega je zraven tudi lastna vinska klet, ki jo lahko prosto koristiš. In ko sem bil na ogledu, sem bil vesel, ko sem videl, da vključuje tudi nekaj iz prvega opusa. 30.000 dolarjev za noč v hotelu.
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.
To je milo, ki je narejeno iz srebrnih nanodelcev, ki imajo antibakterijske učinke. Danes zjutraj sem si umil obraz z njim. Umivanje me je malo žgečkalo in lepo je dišalo, ampak moram reči, da me še nihče tukaj danes ni pohvalil zaradi čistoče mojega obraza.
(Laughter)
(smeh)
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.
Ampak, tudi za kavbojke, ki jih nosim, mi še nihče ni dal komplimenta. Te so iz spomladanske kolekcije GQ, moje so, a povem vam, ne samo da jih ni nihče izmed vas pohvalil, v vseh mesecih, kar jih nosim, nisem dobil komplimenta še od nikogar. Sicer ne mislim, da bi moral biti komplimnt dokaz za vrednost neke stvari, ampak v primeru modnega produkta, oblačila, je to razumen merilec. Veliko dela gre za izdelavo le-teh. Izdelane so iz ročno odbranega organskega zimbabvijskega bombaža, ki je bil predelan skozi tkalske statve in 24-krat ročno pomočen v naravni indigo. Ampak nobenega komplimenta.
(Laughter)
(smeh)
Thank you.
Hvala.
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 filmski režiser, ki izdeluje svoje lastno olivno olje iz oliv, ki rastejo na enem samcatem pobočju v Toskani. Manni se močno trudi, da bi zavaroval olive pred kisikom in svetlobo. Uporablja majhne stekleničke, steklo je obarvano, na olivno olje doda inertni plin. Ko pošlje paket v prodajo, dela redne molekularne analize in jih objavlja na spletu, tako da lahko poiščete številko svojega izdelka in vidite, kako se razvija fenolin in ugotovite svežino olivnega olja. Skupaj z 20 osebami sem naredil slepi test s petimi različnimi olivnimi olji. Bilo je dobrega, zanimivega okusa. Bilo je zeleno, zelo poprasto. Ampak pri slepem testu je pristalo na zadnjem mestu. Olivno olje, ki je zasedlo prvo mesto, je bila pravzaprav steklenica Whole Foods 365 olivnega olja, ki je oksidiralo poleg moje pečice že šest mesecev.
(Laughter)
(smeh)
A recurring theme is that a lot of these things are from Japan -- you'll start to notice.
Veliko teh stvari prihaja z Japonske, kar boste kmalu opazili.
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 igram golfa, zato jih nisem mogel preizkusiti, naredil pa sem intervju z njihovim lastnikom. Celo ljudje, ki tržijo te golf palice, bodo rekli, da imajo štiri osi, kar zmanjša izgubo hitrosti te palice in zato pošlje žogico dlje, seveda pa ne bodo rekli: "Veste, s temi palicami ne boste dobili igre, vredne 57.000 dolarjev." Pri palicah plačate luksuz, saj so palice prevlečene z zlatom in platino. Moški, ki sem jo intervjuval in ki je lastnik teh palic, je rekel, da je igranje z njimi velik užitek, tako da...
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.
Aja, ali poznate to? To je kava, ki je narejena z zelo nenavadnim postopkom. Prideluje jo azijska cibetovka. To je mačka, ki živi na drevesih, ponoči spleza dol in se plazi skozi plantaže kave. Mačka je menda zelo izbirčen jedec, kavna zrna izbira glede na zrelost. Med prebavo se sprosti nek encim v kavna zrna. Ljudje nato iščejo in zbirajo te mačje iztrebke, hodijo po gozdovih in pobirajo te iztrebke. Nato jih predelajo v kavo. Iztrebke lahko kupite tudi v nepredelani obliki. Tako je.
Unrelatedly --
In nepovezano s tem --
(Laughter)
(smeh)
Japan is doing crazy things with toilets.
Japonska dela nore stvari s svojimi stranišči.
(Laughter)
(smeh)
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.
Obstaja na primer stranišče, ki ima vgrajen MP3. Obstaja tudi tako, ki vsebuje razpršilec dišave. Ali pa tako, ki analizira vsebino v straniščni školjki in preko e-pošte posreduje podatke vašemu zdravniku. Skoraj kot domač medicinski center -- in to je smer, v katero stremi japonska straniščna tehnologija. Tale nima zvončkov in piščalk, ampak za čisto delovanje je pravzaprav najboljši -- Neorest 600. In da bi to preizkusil, najti nisem mogel nikogar, ki bi mi ga posodil, sem šel na Manhattan k razstavljalcu proizvajalca Toto, kjer imajo kopalnico, ki jo lahko preizkusite. In sem jo. Je popolnoma avtomatizirana -- greš proti školjki in pokrov se dvigne. Tale sedež je ogret vnaprej. Ima curek vode, ki te očisti. Ima ventilator, ki te posuši. Vstaneš, voda se potegne sama od sebe. Pokrov se zapre in školjka se očisti sama. Ne samo, da je to tehnološki napredek, verjamem, da je tudi majhen kulturni korak naprej. Mislim, stranišče brez uporabe WC-papirja in rok. In nekaj takega hočem imeti tudi sam.
(Laughter)
(smeh)
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.
Tudi tega mi ni nihče hotel posoditi za preizkus. Baje je Tom Cruise lastnik take postelje. Tole je plaketa na robu, v katero dobi vsak kupec vgravirano svoje ime.
(Laughter)
(smeh)
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 sem to preizkusil, je proizvajalec moji ženi in meni dovolil preživeti noč v manhattanski izložbi. Luči so svetile z ulice, morala sva najeti varnostnika in podobno. Ampak kakorkoli, tisto noč sva odlično spala. Glede na to, da preživimo v postelji okoli tretjino življenja, se mi niti ne zdi tako slaba kupčija.
(Laughter)
(smeh)
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.
To je bilo res zabavno. To je najhitrejši cestni avtomobil na svetu in najdražje proizveden avto. Preizkusil sem ga pod budnim očesom nadzornika podjetja, profesionalnega tekmovalnega voznika avtomobilov. Vozila sva se okrog kanjonov izven Los Angelesa, potem po pacifiški obalni hitri cesti. Ko sva se ustavila pred semaforjem, so nama ljudje v sosednjih avtih spoštljivo prikimavali. Bilo je res enkratno. Res gladka vožnja. Večina avtov, ki jih vozim, začne pri 130 km/h ropotati. Menjal sem pas na hitri cesti in nadzornik je rekel: "Veste, vozite samo 175 km/h." Nisem si mislil, da sem eden tistih napornih ljudi, ki jih občasno vidite vijugati med avtomobili, ker je šlo zares gladko. Če bi bil milijarder, bi ta avto kupil.
(Laughter)
(smeh)
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."
Tole je popolnoma brezplačen video, pokazal vam bom eno izmed pasti napredne tehnologije. To je Tom Crusie, ko je prispel na premiero filma Misija: nemogoče 3. Ko poskuša odpreti vrata, temu bi lahko rekli tudi Misija: nemogoče 4.
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.
Enega izdelka nisem mogel dobiti v roke, in to je vino Cheval Blanc letnik 1947. Cheval Blanc 47 je verjetno najbolj mitologizirano vino 20. stoletja. Je nekakšna vrsta nenavadnega vina za Bordeaux, vsebuje precejšen odstotek grozdja Cabarnet Frank. In letnik 1947 je legendaren, še posebej na desnem bregu Bordeauxa. Oboje skupaj, letnik in dvorec, je pripomoglo k avri, ki je vinu dala kultno podobo. Ampak staro je 60 let. Ni ga več ostalo veliko. In še to, kar ga je ostalo, ne vemo, če je pristno. Pravijo, da je to vino najbolj nepristno vino na svetu. In ni prav veliko ljudi, ki bi hoteli novinarju odpreti njihovo zadnjo steklenico.
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.
Skoraj sem že obupal pri iskanju tega vina. Pri prodajalcih in dražbenikih sem pisal oglase in nihče se mi ni oglasil. Potem pa sem dobil e-mail od moškega po imenu Bipin Desai. Bipin Desai je teoretični fizik na UC Riverside, ki je po naključju tudi organizator ekskluzivnih testiranj redkih vin. Rekel mi je: "Pripravljam degustacijo vin, kjer bomo servirali tudi '47 Cheval Blanc." To bo dvojna vertikala - imeli bodo 30 letnikov Cheval Blanca in 30 letnikov vina Yquem. To je bilo povabilo, ki ga ne zavrneš. Pa sem šel.
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.
Degustacija je trajala tri dni, štirje obroki. Pri kosilu v soboto smo odprli letnik '47. In imel je to okusno nežnost in vonj po lanenem olju. Potem sem ga poskusil in imel je nekako masten bogat okus, ki je značilen za to vino. V veliko pogledih je podoben portu. Za mojo mizo so sedeli ljudje, ki so govorili, da je fantastičen. Bilo je tudi nekaj ljudi, ki je bilo malo manj navdušenih. Tudi jaz nisem bil tako zelo impresioniran. Ne mislim, da imam zelo občutljiv okus, tako da to ne pomeni, da vino ni bilo res navdušujoče, ampak nisem pa bil edini, ki se je tako odzval. In to ne samo za to vino. Vsa izmed vin, ki so bila postrežena na degustaciji, če bi bila servirana ob večerju, bi bila to gotovo vinska izkušnja mojega življenja in bi se mi vtisnila v spomin. Ampak 60 odličnih vinih v treh dneh, vina so se kar premešala med seboj, tako da je ta izkušnja postala skoraj mučna.
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.
Rad bi zaključil z omembo zelo zanimive študije, ki so jo pred kratkim tega leta naredili raziskovalci pri Stanford in Caltech. Testirancem so dali isto vino, označeno z različnimi cenami. Veliko ljudi je reklo, da jim je dražje vino bolj všeč - bilo je isto vino, ampak oni so mislili, da je vino drugačno, ker je dražje. Nepričakovano je bilo to, da so strokovnjaki naredili MRI, torej slikali možgansko delovanje med pitjem vina. Testiranci niso samo rekli, da jim je bilo dražje vino bolj všeč, tudi njihovi možgani so zaznali večji užitek pri uživanju istega vina, ki je bilo le označeno z dražjo ceno.
Thank you.
Hvala.