"... most sociologists who would want to talk about wine for one reason or another probably have some personal interest in it. Why spend so much time building up a for something you cannot stand, or which—if you are an alcohol-abstainer—you are opposed to on moral or some other grounds? After all, if you publicly present yourself as an analyst of wine, you are publicly associating yourself with it, and audiences will read you as linked to wine in some way. (The hostile reception to wine talks I have given, by students who seemed to be of a religious fundamentalist persuasion, is a case in point.)"