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I thought VM's policy was that the wine on offer HAD to be available at least at some other outlet(s) at the price quoted as RRP and have often been quick to ensure that it is (i.e. reputable wineries have magically overnight stocked the wine at VM's pre-discounted price to comply with the aforementioned policy). But totally agree that the marketplace will ultimately dictate the worth/monetary value of a wine, my wine-buying habits have changed radically in the last 8-10 years to a point where I rarely if ever visit a bricks and mortar establishment as so few offer the heavy discounting available on-line...