People will pay to go to a zoo to look at exotic animals and yet they will drive right past sheep. One thing is perceived to have value and one does not. And yet the real value lies in the sheep. They used to have a value: we recognised that value, but now we don't, we drive past them. So the challenge is to find the aesthetic value that is not overtly obvious and capture that, to see if a new (or old) perception can be revealed.
