that's exactly it, for me, craig. they're all pretty much the same at a given price point. by design, i suppose. that's why i refer to it as a "product". it wasn't too long ago that i asked wine store guys for the "biggest, roundest, buttery-est chardonnay". those turned out to be just a bit more round and buttery, at 20 dollars, than the 12 dollar version. it's more of the same. thank goodness CA wine makers are getting away from this, and fast. i'm seeing a lot of different grapes coming from CA, and a lot more "loire style" and "burgundy style" wines these days. perhaps it's just my perception though. and while i'm very excited about that prospect, i wonder if i'm in the minority of CA wine buyers. but more importantly, my brief 10 year wine-drinking history with CA (and all new world wine producing countries for that matter) has left a bad taste in my mouth. i will say that spending time in wineries in CA over the past few years has helped change my mind about what they're trying to do and what they're producing. i'm waiting for those interesting wines to hit the shelves of my local wine shop, hopefully nudging out the 27 flavors of chardonnay that currently dominate.