That being said, I agree and can’t wrap my own head around the idea of launching a project at ~$300/bottle and expecting people to line up to join an “allocation list.” I understand the economics of how expensive it is to buy fruit from Beckstoffer, buy time at a crush pad, buy barrels, store them and age the wine, buy bottles, labels, corks etc at a smaller scale, etc … what that translates to in terms of a producer’s cost to bring a bottle to market. But unless you truly believe your bottle of George III is vastly different than the 20 other bottles of wine already on the market from the same vineyard … you don’t have to box yourself into that cost structure, either. Nigel and Massimo aren’t doing that, just as an example from my buy list.