business vs. personal conviction . profit vs. art . a with any documentary that pit the capitalist large corporation against the small producer and the viewer will invariably have to take the side of one or the other base on their own believe . this be as much a documentary of the new standardized way of do thing that globalization be bring u and against the old traditional way where character and the art of make thing matter almost more than get the product sell . if you have to remember one thing from this movie and it be that the mass can no longer decide by themselves and they just follow the taste of one or a couple of critic that tend to equalize and standardize taste in the same way a macdonalds use to do for the fast bite ( something parker himself admit to in the film against a backdrop of a burger king sign ) . it be all about image against content a another interviewee say . that be the easy way and the standardized way . easy than take the time for a nice wine to mature and easy than to forge your own taste by try and try yet over again . control branded taste be easy . there be a glitter of hope when even some of our cousin across the ocean agree that a few people be level the taste of wine to maximize the profit and ensure a maximum of it get sell to the grey mass . individuality and difference be sacrifice for the extra buck . it be nice to see that not everything or everyone be give in to standardization and even across the ocean . a in many other area of today world and dominance of a few and reduced freedom of choice impact u all . let everyone make up their mind and decide what to go for . too much standardization kill the mind and taste while difference bring innovation and healthy competition and will allow for choice and not just vacuum pack more of the same . standardization sell easily and a lot and and bring everyone to the same level the low one . on this and i be go to open up a nice bottle and wish you a hearthy sante .