The customer always defines value. No ifs, no buts, no maybes. Whether it be a process, product or service, the voice of the customer must, at its core, be the driving force in defining the end-to-end value stream. Whilst restaurants may vary in their individual approach to the customer experience, common elements almost always remain, access to a wine list is one of them. Serving not only as a functional tool but also as a source of excitement, conversation and fun, the wine list plays a key role in the overall experience of many diners. Recently, a small number of restaurants have, for various reasons, decided they will no longer offer diners access to a physical wine list of any sort. Instead, diners will be required to discuss all wine choices with the front of house staff. Regardless of motive, this decision risks unnecessarily alienating customers and makes little practical sense. Whilst restaurants are of course entitled to make changes suited to their own ethos they ought not to throw the baby out with the bathwater. This kind of absolutism redefines value from the perspective of the restauranteur, not the customer. Recently, I polled 187 wine lovers, capturing their feelings toward wine lists, judging whether they consider proposed replacements suitable, and ultimately asking whether they think removing a diner’s choice is a good idea or not.