If the shop owner wants more of my business he'll work hard to have what I want at what I'm willing to pay. I should take it home because he wouldn't have it in his store if he didn't personally think it was good. He makes his living on what he sells, he knows what he's doing, and he wants me to come back. All of the forces of the market place are at work in the wine shop. I've got plenty of choices about what I buy, including walking out the door without buying anything.
Most towns have more than one wine shop.
This doesn't address the sticker shock on many wines or the ersatz fame created by magazines hungry for advertising revenue. But the world is full of wine and I can pay, or not pay the price of the madness. Some wines which come from a single vineyard have established a reputation around the globe and world demand makes these wine very expense. It's unfortunate when your little favorite becomes one with the world, but even this I can rationalize, although with regret. This isn't true in a restaurant.