That's exactly it, though. What studies like this indicate, is that the discernible differences in wine are generally overwhelmed by such distorting features. And those features don't have much to do with our tastebuds or features of the wine itself.

(And this also extends to food & drink as a whole, to some degree)

Romantic vineyard lore... signaling ones status by drinking the expensive stuff... signaling ones refinement by having tastes that align with the experts... these are also all distorting features that overwhelm discernible differences in wine.

How well a wine taste to most, tends to be fixed on those types of things, rather than the actual wine.