Anticipation and expectation play a huge part in assessing a wine.
All wine has a pre-beginning, a beginning, a middle and an ending.
Most people gulp their wine so quickly they don't really notice any of this. If thought processes are slowed down and extra time is taken, most people find they enjoy and understand the wine at hand much more deeply. That is important to you as a consumer because it ensures you are getting the best value out of your wine. Seeing It is possible to judge the age, flavour concentration, and alcohol levels in wine when it sits in the glass. Often you can even guess what grape variety it's made from by its visual impact.