I wonder if the customer in this case (the wine-buyer) is misunderstood. Not only does he go in for the relationship, but I suspect he wants to be able to show off the wine and tell stories about it to his friends/guests/people he's trying to impress. Buying a case of wine with a fantastic story may justify the premium, as opposed to a case of wine ordered directly from the vendor that comes unceremoniously in a fedex case.