If you're going to go to the moon, you don't shoot the rocket right at the moon. You have to go at it obliquely.
It's nearly impossible to believe just how provincial the wine world was in 1978, the year I launched my journal, 'The Wine Advocate.' There were no wines exported from New Zealand and virtually none from Australia (including Penfolds Grange, one of the greatest wines in existence).
But individuals and firms spend an enormous amount of resources acquiring information, which affects their beliefs; and actions of others too affect their beliefs.
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