I don’t think anyone was prepared for what he said because he obviously liked the wine very much. He shocked us by saying he had to recommend other wines to his customers because he could get California wine cheaper. He said that he felt he owed it to his customers to sell them wine that made their money go the farthest. He is indeed doing just that. By using the cheapest price as his primary guideline, the shop owner is sending his customer’s money out of the state and all the way to the coast, instead of sending the customer’s money to a nearby community. In addition, he is also sending trucks the farthest too – over a thousand miles to the coast to pick up the wine when a trip to the nearby vineyard would have netted him as good or better vine.