Taste

I found a video from Sir John Hegarty (Brit. advertisement) talking about taste and marketing. After I watched many things seemed incredibly simplistic...

(source)

I have a background in law. From that educations I learnt that the desire for power (dominance in hierarchic structures) is something people "are born with", supposedly something natural (totally debatable). From this premise we can say that maybe taste -as a permanent struggle of understanding a set of codes that create dominance, granting us some power - is something we are born with. There are MANY different set of codes or taste as there is many elites.
The questions would be then:
-Who really has awareness and ownership on this search for "set of codes" called taste ? and -Who has better taste, the one that appeals to the most economically powerful or the one that appeals to the many
... It is a postmodern world after all.