Unsurprisingly, wine tasting is full of shit: In a sneaky study, Brochet dyed a white wine red and gave it to 54 oenology (wine science) students. The supposedly expert panel overwhelmingly described the beverage like they would a red wine. They were completely fooled. The research, later published in the journal Brain and Language, is now widely used to show why wine tasting is total BS. But more than that, the study says something fascinating about how we perceive the world around us: that visual cues can effectively override our senses of taste and smell (which are, of course, pretty much the same thing.