The flaw in all these experiments is the assumption that the subject's description of their own experience is accurate. It's not surprising that people won't say that wine is white when it looks red, or that a fancy restaurant has served them frozen dinners. If forced to choose between pepsi on the left or pepsi on the right, they will make the choice one way or another. Put people in strange situations and you will get strange behavior. What was actually going through their head remains a mystery.
Regardless, nothing in the world will make me believe that I don't care what my food tastes like.