What it takes to produce a $100 bottle of wine

Just a link to and a few comments about one of my favorite articles on the wine-web:

http://www.coffaro.com/BrendansTruth.html

David Coffaro has truly been an exception in the North Coast's wine industry.  He strives to make better wines at the same affordable prices and won't expand his production levels because that would require removing the sweet entertainment system he installed in his wine cellar (more barrels equals more money but fewer surround-sound movies on the big screen).

The article makes it pretty clear that you have to "work" pretty hard to produce an expensive bottle of wine.  It would be pretty unusual to see a wine that truly cost over $15 per bottle and if you spent as extravagantly as possible, you might break $20 (but only with the most expensive Napa Cabernet grapes and 100% new French oak).  In vinum lucrum indeed.....