As a sidenote, when I was processing the photo for the web I noticed that there was something printed on the back of the sign. After flipping the image and bumping up the contrast, (as well as saying the word “ENHANCE” a few times), we’re offered a fascinating glimpse into the first draft of this sign. It basically just said the word “WORKS” broken up onto two lines. Why do you think they changed it?

Full disclosure - my roommate Mark is the CTO of the website. But that doesn’t make it any less awesome, and I’m certainly not getting anything in return for pimping their site. It’s just a really well-done website for learning about the wines you like and the wines you don’t. They have a pretty nifty way of suggesting wines you’ll appreciate based off of how you’ve rated other wines in the past. For example, tonight I’m cozying up with a Salmon Run Pinot Noir even though I just discovered I’m not particularly jazzed about it. So I rated it a 1.5 out of 5 (and wrote the following helpful review) and snooth’s nifty algorithm will suggest for me wines that I won’t think suck in the future. It’s both simple and brilliantly complex. Here’s the review I wrote - care of their “blog it” button that appears after every review you write.

Dr. Frank`s Vinifera Wine Cellars Salmon Run Pinot Noir 2007 (SnoothRank: 0/5)
(April 2008)
Not sure if I'm crazy about this one. It's very light, almost effervescent, but it doesn't do anything. The flavor just sits on my tongue and doesn't go anywhere or blossom into anything. Every sip would be forgettable - although that's not much help given the flashing lights in my rear-view mirror. myRating 1.5/5