Rest assured that recent events have not included a head fake by Yao Ming or a publicity stunt from Château Latour. Yet Yao did make a brazen entry into the world of fine wine, offering his first Napa Valley Reserve Cabernet for $625 a bottle. And Latour dazed the French wine trade by announcing that it would bow out of the lucrative Bordeaux futures market. What these two events have in common is a clear message about prestige. Yao wants what Latour has, and Latour wants more of it. Wine Spectator's James Laube explains.