...it's a bit like the Rioja/Ribera del Duero equivalent of Opus One. Arguing against the quality of the product is futile. And the discussion on "value", it being a venerable old "luxury" brand, is also out of place.
On the other hand, there are, in my opinion, Riojas that are just as good and represent better value. And considering the Age of Cool Frugality we've entered, you can check out stuff from Bodegas LAN, or some of the Faustino I wines, or, if you want to taste something from someone who's bested Vega Sicilia at their own game, go for the Aurus Aurus.