These critics also question the difference between New World and Old World wine and whether modern winemaking techniques – like significant oak influences, over-ripened fruit, cultured yeast, micro-oxygenation, and color pigment additives – obscure or even eliminate the influence of terroir in making different regions unique. Critics often point to the homogenizing effect on mass-produced wines made from popular varietals like Chardonnay, which may have their terroir characteristics hidden by invasive and intensive winemaking. A heavily oaked, over-ripe Chardonnay from California can taste very similar to the same style of wine from elsewhere. The marketability of wines from different regions and producers is affected by the importance accorded to terroir, both by the wine industry and consumer wine markets, with some producers downplaying terroir and its effect on their wines.