What does "worth" 90% more mean? I can easily find some examples of bottles of wine where I would be willing to pay $19 but some other people (with different tastes) would only be willing to pay $10 or vv. For example, you might like most roses (currently fashionable, especially in warm weather) and the French ones generally coast more than about $20 (in my wine store) but I think they're too light, fruity, and sweet, so I wouldn't pay $10 retail for such a bottle.