Yep, it's all about perception, doesn't matter if it's real or perceived. There was a very interesting show on recently that really drove this home. Really cheap wine in two different bottles. All that was different was labels. One label was all frenchy looking and the other was some generic looking label with a disaster of a name. Everything was dependent on perceived quality and the results were unreal yet very much expected. Perceived quality is oft times the deciding factor in purchasing versus real quality. You see it everyday. It's funny how your brain can make you believe things that are not necessarily real or true.