The basic technology behind winescorecard.com works by building up a profile of your taste history - your PalatePrint^TM. So, you see, profiling isn’t all bad.

Take, for example, this photo of Senator John McCain. The photo - shown on the McCainBlogette.com website, and copyrighted by Heather Brand - shows Senator McCain undergoing the standard security wanding before boarding the plane for his campaign. Because, believe it not, someone is worried about him carrying a weapon onto the plane. Think about that for a minute. Someone is concerned that a United States Senator, and the probable frontrunner for the GOP nomination for President, might carry a weapon onto his own campaign plane.

I don’t know. I just think maybe a little profiling here and there could probably let some people focus their resources where they will do the most good. Like PalatePrint^TM - it lets you focus your money and time trying wines that you are more likely to enjoy. How great is that? We don’t have any mathematical tricks for making it big in Vegas. But we do think we can help you pick out a wine - by giving you personalized wine recommendations. Because not all profiling is bad.