Read the entire article by William Grimes:
http://www.nytimes.com/2011/12/07/dining/with-rude-names-wine-stops-minding-its-manners.html?n=Top/Reference/Times%20Topics/People/G/Grimes,%20William?ref=williamgrimes&_r=1&adxnnl=1&adxnnlx=1323518467-kK8kIeXNgbanlJS54EX33g