Most wineries aren't $100 million to $1 billion in size, which is the target for Business Signatures, a new startup focused on
...help[ing] companies recognize the "intent'' of their online customers and act on it...
It's just another example of how understanding and supporting "what visitors are trying to do" (i.e. what The Winery Web Site Report evaluates as "visitor effectiveness") is key to a successful winery Web site.
To paraphrase something I wrote in the Report itself, "You don't want to make it more comprehensible for a vistor to press the Back button than to take the next step towards their goal." Yes, you're allowed to have your own site agenda, just so long as it doesn't impede your visitor in accomplishing their own goals.