I can't find it now, but I read an article on Grey Goose and Patron marketing that was pretty eye opening. I never particularly liked the taste of Patron, I'd take Cuervo silver over Patron really... Well I found out that Patron is all just a ploy. The owner is the same guy that owns Paul Mitchell hair products. He made the tequila look classy, paid people in high places to drink it, and made all the sheep think it was a high class tequila. So I guess I just feel like if an alcohol brand has to spend that much on ads and marketing, its probably not worth the price they're asking because they're paying for that on top of their mark up for profit. Look at Huy Fong, no advertisements, cheap product, decent product, its the people who consume it spreading the word, not the company.