photography is a commercial activity. Even high art photography wants to be commercial, because everyone wants to sell prints. I mean, the wealthiest photographer in the world is probably no longer fashion photographer Steven Meisel, but Andreas Gursky, who is at the top end of the art market. So it is interesting that the art market, financially often regarded as the poor cousin of commerce, is now way ahead of the commercial fashion industry. You can ask any photographer what he or she wants and they’ll probably answer: I want to do my own work, I want to sell my work as prints. Ultimately that is a commercial goal. So we’ll never be far away from the notion of commerce.