I love the idea that knowing the wine makes it taste better. The brain scans show that. It actually tastes better just that you are aware it's more expensive.

This speaks to business. When I starting out getting paid for gigs (juggling and clown shows in the early days), I would take whatever price I could, $30 for a birthday party when the pros were getting $75-$200. Someone told me not to do that. Not only does it undercut the other performers and the art itself, but that people will think you are not as good if you charge so little.

I'm still in the performing business, but now it's educational talks and seminars. I usually get around $1000-2000 for a talk. If an organization can't afford it and I think it's something worth doing, I will do it free rather than accept $200.

I can't say whether people think I'm better than I am because I have a high price tag. I'd rather think that my price reflects quality and experience. But I do think the key to getting even higher paid jobs is to set a high sticker price, and deliver.