Maybe it all goes hand in hand -
Some people see a flight as "public transport" much like a bus - pay for and receive MVP - but they get there.
Others see a flight as something that can be a premium experience, same with food and the wine that could pair with it. Spending the extra money on what some may argue is intangible.
I've done a few wine/spirit qualifications because I am interested in and enjoy wine. Never worked a day in the industry.