I read an article today that "$5 wine never tasted so sweet as when we heard it cost $45"...isn't this...

You may be forgetting that despite our tragic arrogance, humans have it inherent in their nature to want a second opinion. Even if it is something that we already understand perfectly. As you say, it is 100% obvious. However, we won't believe it unless we have someone on our side. This is why change in philosophical change takes so long to attain.