I work at a small intersection between wine and tech. Wine is not fake, but from a marketplace view can be considered as the progenitor of much of what we see today in tech. Before Silicon Valley, before Crypto, before Semiconductors... there was wine. And pretty much all of the same hype-machine rules have applied. You see wine that almost anyone would like get no traction whatsoever, and marginal swill marketed with lots of money and by influencers winning awards and notoriety.