When it comes to wines and wine hobby, it's always about price first. If you put a thick enough bag of notes on the table, you can get any wine you want. It's always about value for money and the fact that a good wine connoisseur will buy a better wine for five tens than someone who doesn't know much about wine will buy for the same money.
However, it is in the interests of the wine producer to try, usually by means of stories, to get the wine buyer to absolutise the wrong, experientially. As if there were a fifty-cent wine to be had, whatever the cost - at least on Christmas Eve!
Of course, it may be that many people feel that a certain 100 proof wine is so good that it should always be drunk on certain important occasions. But this feeling is basically the overall organisation of life, operating in a wine market where the enthusiast has tried a couple of other hundred wines which have not been as good (and usually buying, say, 30-40 euro wines, which are of course a notch below in quality). But there are no absolutes in a good wine of 100. For example, 400€ wines are simply relegated to the category of "not taken into account, too expensive".
I just wonder why this can't be said directly and explicitly. I don't buy 400€ wines either. Why shouldn't one be direct and honest about the limited resources in one's life?