yup and that's pretty much it. Its a label. A marketing thing. The amount of money someone is willing to sell/buy something has nothing to do with the quality of the item in question.
Just Because someone sells a wine for 100gp($) does not mean it is any better then the wine for 5gp($).
As a DM i would even allow to let that happen with either good role-playing, a Cha check, a profession check in something related, or a diplomacy/bluff check. This is about good marketing not about how good the wine is.
Rant:
Spoilernow don't get me started on the 10,000 gp worth of diamond for a resurrection. A while back in a mid level campaign (i think) we managed to secure a diamond mine and build a base on top and somewhat into it, anyway the DM SERIOUSLY wanted me to go out and buy diamonds for the spell because he said we didn't pay for THOSE diamonds so we could not use them!
end rant
I hate to bring IRL in this again, but:
http://bayesianheresy.blogspot.com/2...and-price.html
http://www.drinkhacker.com/2008/04/0...ality-in-wine/
http://blogs.discovermagazine.com/gn...rice-negative/
http://www.portfolio.com/views/blogs...ce-and-quality