The bottom line is to remember that for every sale of a $75 wine online, you may be missing many more because most people don't spend $900 on a case of wine without a little bit of thought. Don't forget to capture enough information to stay in contact and make the sale. For all the controversy, Rockaway did a great job of launching and selling their high-end wine.
(My favorite thing about the Rockaway site is their use of "Acquire" instead of the more mundane "Buy." This shows excellent understanding of their target market.)