Abstract
A bottle of white wine attracted my attention at a supermarket a while ago. The bottle had an appealing label depicting a bucolic scene and was decorated with a conspicuous gold medal. I bought this wine. When I tasted it at home, I was quite pleased with the quality of the product – but did it really merit a gold medal? I was astonished. A closer look at the medal then revealed its true meaning: the prize had been awarded for the most original label at a recent wine fair. Obviously, the wine grower's marketing strategy worked, selling a microbiological product in a highly competitive market. As a customer, I was slightly irritated as I realized that I should have paid more attention to the contents of the bottle, rather than to the gold medal. Trained to observe and assess the true nature of things, scientists would not make this kind of mistake in their …
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