I think this opportunity combines basic access/awareness and the fact that there are more people out there with money to burn than some of us think. On top of that, simply getting a product in front of so many new (and unlikely) eyeballs has to have some value.
On the first point and in my experience, the majority of traditional galleries rarely list prices for art. That leaves no chance to be surprised at accessibility ("Who would've thought that Dali lithograph would be $2k? That's worth it just to say I have a Dali on my wall.") or to start saving towards a defined goal ("$6,000. And I love it. If I get that end of financial year bonus..."). How many people would just think "If I have to ask, I can't afford it" and walk away.
A piece or something similar might be cheaper in a specific gallery, but it's quite possible that a newcomer would have little idea about that. Or no way of easily telling if the gallery itself was listing POA.
On the second point, someone recently offered a $1m+ tour package that travelled to every UNESCO world heritage site (hundreds of them), across a span of 1-2 years. They found a buyer.
There is a growing interest in wine from an inexperienced Chinese market with money to spend and I could see there being a similar market for Western art presented accessibly too.
On the first point and in my experience, the majority of traditional galleries rarely list prices for art. That leaves no chance to be surprised at accessibility ("Who would've thought that Dali lithograph would be $2k? That's worth it just to say I have a Dali on my wall.") or to start saving towards a defined goal ("$6,000. And I love it. If I get that end of financial year bonus..."). How many people would just think "If I have to ask, I can't afford it" and walk away.
A piece or something similar might be cheaper in a specific gallery, but it's quite possible that a newcomer would have little idea about that. Or no way of easily telling if the gallery itself was listing POA.
On the second point, someone recently offered a $1m+ tour package that travelled to every UNESCO world heritage site (hundreds of them), across a span of 1-2 years. They found a buyer.
There is a growing interest in wine from an inexperienced Chinese market with money to spend and I could see there being a similar market for Western art presented accessibly too.