One of the hard truths about wine is that eventually you'll get priced out. That is, the wines you gravitate to and find so comfortably affordable will cost more.
These are often your special go-to wines, the wines you "discovered," and didn't want anyone else to find out about. Barring your own dramatic shifts in good fortune, they will eventually extend beyond your financial reach. The main reason is that quality wines will almost always reach a broader audience, which inevitably leads to higher prices.
The first time I heard this complaint, oddly, it came from a vintner. One day at lunch he muttered that he couldn't afford to drink his own wine at a restaurant, where his wine was double retail. It seemed an absurd exaggeration, he being Joe Heitz, one of Napa's most prominent vintners. But given the markup, and the fact that many vintners then didn't like to spend much for wine, he probably wasn't joking.
That he had brought his own wine to the restaurant was appropriate while discussing his winery during an interview (vintners in wine country usually get a break on corkage). Robert Mondavi never complained about buying his wine or others' off a list (he was more spendthrift than skinflint). But plenty of others did. They didn't like markups anymore than the rest of us do.
Some consumers are annoyed when their favorite "secret" wine receives an endorsement, making their favorite wine harder to find and often more expensive (earning a spot on Wine Spectator's Top 100 list, for instance—just take a look at the commenters in the WineSpectator.com Forums on the Wine of the Year thread). But information ricochets through cyberspace so fast that it's become nigh impossible to keep any wine clandestine.
And wine lovers will always adapt. Luckily, we have so many options that if we can't find one wine that suits our tastes, the next one is waiting to be discovered.