That argument is so way off base, but unfortunatlely it is the perception that most diners have. By the same line of reasoning, food is marked up even more. A pasta dish is marked up 500% or much more. Bad example, as pasta often makes up for the less profitable items like steak. But you get the idea. However, everyone knows how labor intensive food prep is so no one gets all huffy and puffy that a chicken they can buy at the butcher for $1 costs $18 in a restaurant. Well, some people do. Wine also has costs attributable to it as has been discussed. One cost --- one of the largest after the actual cost of the wine -- is breakage or spoilage or theft. I won't bother to repeat all the other costs involved. You cannot take the sales price minus the cost of the product and say the difference is profit.no, i'm sorry, it's not off base. look at just about any of the restaurants in hoboken for example, and i'm sure you know a few. although, as fat guy suggested earlier, this discussion is centering around restaurants with exceptional wine programs and lists. so i'll drop it.