This topic reminded of this article I read a few months ago.. not sure this is the exact article, but it's discusses the same research study..
Wine Test: $5 bottle gets Tastier when it's $45

This study showed an actually difference in brain pattern's when drinking what was believed to be $5 and $45 a bottle wine.. even though it was really the same wine.

This could be taken to support the idea that people hear a difference, because they want to hear a difference, not because one exists.

Gene