It's just like everything else. Make it bland so that it appeals to the masses and call it ultra-premium.
Tequila is SUPPOSED to taste like lighter fluid. That's why it's tequila. You drink a bottle, eat the worm, see God and wake up in jail.
I "get" what they're doing with all the super expensive multi-filtered super clear booze, but it takes away from what it is. It's kinda like calling Coors Light "beer".
