Indeed, like I said, there are two reasons. The pattern burnt into the end of the wine box is quite literally called a brand...and brand it is. I hear the Chinese nouveaux riche who drove up the price of first growth claret (Latour, Lafon, Mouton) drink it with Coke to hide the bitter taste!

Wow DRC is expensive in the US! I saw a 30 year old example sell a few weeks ago in the UK for considerably less than that, less than £5,000 ($6,700ish).