Lets extrapolate this further to mean, “you should treat people the way you would like to be treated”.  Therefore, the question is: Why do farm to fork & small, independently owned restaurants and retail stores buy wine from the large, corporate wineries and vineyards?  If any of their customers acted in this way, their clientele would be eating at T-G-I-Fridays, Applebee's and heaven forbid Burger King or they would be shopping at Total Wine or Sam's Club.  Essentially, these independents would be out of business.  In conclusion, buy wine from those who you expect to dine in your restaurant or those you would expect to be walking in your wine shop.