Exactly, the experts (vintners) must educate the ignorant (wine enthusiasts) to create the demand for quality. I've pitched a label standard to many of my winemaking friends. It goes like this: 1. Honest labels - no BS fluffy story about the wine, just facts about its character, where and how it was made, 2. No barcode - that's for supermarket shit, 3. "Ingredients: Grapes" - that's it, nothing else that isn't necessary solely for vinification, 4. Include varietal(s) with %'s if it's a blend, vintage, plot/geography of origin, dryness (dry, semi-dry, etc), alc %, sugar grams/liter and acidity grams/liter - with these figures, one can know the character of a wine without even tasting it.