According to Master of Wine Tim Hanni's research into food and wine pairing, the more emotionally invested you are in selecting a particular wine to match with a particular food, the more likely you are to perceive that match as working well. Hanni cites this as a psychological phenomenon, and a "self-fulfilling prophecy of wine and food matching, not an experiential reality."
Joe Roberts is the creator of the popular & award-winning website 1WineDude.com, which publishes wine reviews, interviews, & entertaining Op/Ed commentary on the wine world. He lives in Pennsylvania with his daughter Lorelai Kate. You can follow his exploits (and witty “mini” wine reviews) on twitter at twitter.com/1winedude & facebook at facebook.com/1winedude.