It's less ignore the price than understand that, like most luxury goods, higher price doesn't necessarily mean better. Any wine under $10 is going to be basic, get you tipsy stuff that, hopefully, isn't offensive to your palate. There are a lot of really good wines in the $15-25 range that represent what most people should be drinking most of the time. By the time you reach $40+, you are paying for marketing or very subtle differences in quality that most drinkers won't appreciate, especially outside of a very controlled environment of temperature and food pairings.

*all prices US and may vary by your specific location and wine shop.

This is somewhat of a simplification. The wine $40+ is also likely to mature into something more interesting over time, which the $15 wine likely will not. You are partly paying for future appreciation in quality.

Of course the vast majority of wine drinkers just guzzle the bottle as soon as they come home from the store, so I can see why one might come to the conclusion that wine $40+ isn’t worth the price.