This is pretty interesting.
Just goes to show you that your mind can play tricks on you. I've been looking into higher end audio lately and there's a lot of subjective-ness that comes along with the reviewers opinions on what is best and if things sound well. The suggestion is that if you know something is expensive your mind will make you think it's better. This obviously isn't always the case, but blind tests have proven it. In any case, have a view it's 3 minutes and what gets me most is even when you know what's going on you are still susceptible to the effect.