Going back to the French winegrowers of Beaujolais, an unfortunate situation had occurred whereby supply exceeded demand. There was too much wine. If the secret were revealed, the prices might drop dramatically. And when the secret was revealed, there was a crisis.

But the French knew what to do. Professional wine tasters had already started dividing the wine into three categories. Only the best wine was to be sold. The middling wines would become vinegar, and the worst wines would be poured down the drain. The winegrowers knew the law of supply and demand and calculated that it made better business sense to sell less wine at a higher price than to sell more wine at a lower price.