I think you are misunderstanding what I am getting at. It's like music... some genres of music are pretty unlikely that an individual would like except for the culture that surrounds them and promotes them. And yet, sure, those people that do like them, after being exposed to that culture, still probably listen to that music when no one is watching. I'm not suggesting that most people are consciously trying to impress people.

For what it's worth, this doesn't seem true to me for either wine or your analogy to music. People like different things.