Wine bars are sprouting up like fungi after a rain. It's as if everyone read the same glowing press release declaring an onslaught of wine consumers and feverishly birthed a business plan. Each bar owner seems to have an original idea of what the masses need in order to get more comfortable in their grape skins: cutesy, amateurish names for wine types and tastes of grossly overpriced juice spit from a card-fed machine. Do people really require gimmicks? Frankly, I don't think so. They want to feel comfortable, not ripped-off, and they want to communicate with a human being.