The Priceless Tasting is an adaptation on the blind wine tasting in that the price for each bottle of wine is withheld in order to prevent "taster bias" from entering the equation.  People are naturally inclined to assume that more expensive wines taste better than less expensive wines and this is not necessarily accurate, so by removing price and marketing influence you are more apt to obtain an accurate evaluation of each wine presented for the tasting.

It is important to withhold information such as "this bottle of Pinot Gris cost $35.00" and "this Pinot Gris is a great value at only $12.00" when pouring wine for your guests, whatever the occasion, in order to allow them to enjoy the wine without being influenced by price.