How do suppliers feel about Trade Shows? Well, it's complicated. Some are great, some are a total waste of time. They are politically important. For many though, these shows represent an important opportunity-to taste other people's wines. This may seem like a courtesy or a gesture to kill the boredom of waiting for customers. In reality, it's a valuable tool. Of course, it's always good to hear other people's presentation, how the competition stacks up, etc. The real reason, and some suppliers will let this slip, they try to avoid having a "house palate".
House Palate? Well, its a thing. This is where you become so intimately aware of all of the nooks and crannies of the wines you represent or make, that everything else tastes inferior. Your subjectivity and critical tasting ability has been too tainted by your affection and familiarity.
If you're a winemaker, this is a very dangerous thing. You stop being able to look at the products critically. You can become obtuse, even disenfranchised. If you are a salesperson, sometimes it's critically important. If you like the wines when you start representing them, they've already passed the first test. I can't really overstate the importance of this. Finding a set of wines you like out of the gate, is everything. If you don't already, you probably won't grow to like them more, and they will represent nothing more than commerce. As a salesperson, you aren't asked to be objective-you are asked to be an advocate. Affection for your products, gives you expertise. The further down the chain you go from Winemaker/ Owner, the less credibility you'll start with. If you know the wines backward and forward, you give yourself intellectual street cred.
By all means, taste other people's wines. Enjoy and praise them, every chance you get. Do so, with the knowledge that you can return to bask in the warm glow of your house palate.