Reply to "Do you taste your wine like this?"

I have a friend in the business who tastes wine this way, slurping air through the mouth over the wine.  He insists it's better than simply smelling first and tasting second.  Frankly I find the noise to be unwelcome.  If slurping with a drinking straw, or blowing on soup to cool it, is improper etiquette, how is this any better?

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