You're not alone, as many informed the Facebook photo sharing platform that they weren't pleased by the new language -- they mistook it as a means for their photos to be monetized in unscrupulous ways.
In the final village we stopped in before starting our ascent, an elderly lady mistook our small convoy of white four-by-four vehicles for those of a development agency.
Of course Waugh (who, truth to tell, likely never mistook a Bordeaux for a Burgundy in his life) might be faked- out if not flabbergasted by some of the characteristics that crop up in wine these days.