That's exactly the point. I'm not saying they should be going out and spending $40 a bottle on wines, but a tiny bit more effort and a few dollars more would pay back rewards. It's not nearly as involved or difficult as designing and implementing an entirely new cabin product. Wines are bought wholesale at a great discount, an extra dollar or two per bottle is barely a blip in the J fares when spread across the whole cabin..they just need to decide to make the effort.