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Velthuis' analysis of how galleries separate art and money through the front room / back room is insightful.  The first thing that came to mind after reading his piece is how he initially talked about the apparent lack of initiative to gallery owners or directors to make a sale and their "anti-commercial self representations" (Velthuis 22).  He basically suggests that by being non-commercial and having a "distinctiveness for his products" (Velthuis 23), the dealer can better market significant artwork to significant clients.  The amazing thing here is that even though I believe it is all a show – a façade, the fact is that it works.  It's so easy to get caught up in the austere gallery space and the art work on display, that one only thinks about money after he has become committed to buying a piece on display.  What is absolutely amazing here is that I don't think there is anything else I can think of where that people consider it for purchase without knowing a its price. 

Can anyone here ever think of shopping at Wegman's in Ithaca for a car or a home without knowing what the stuff costs?  How many people could even think about buying a car without looking at the window sticker?  That's why I think it's very interesting that art galleries are basically able to do this.it costs?

Art dealers claim that it is more about the artwork itself rather than the money involved.  Velthuis says that it is important to separate "art from commerce" (Velthuis 30).   Many contemporary art dealers claim that they distribute art for their love of art, not for the money.  Because of this, the dealers say they physically design their galleries as places for experimentation, vehicles for ideas, and places where art can flourish, instead of as a showcase for commodities (Velthuis 21).  Although a gallery is essentially a retail store for art, it is purposely not designed that way.  I find this all very intriguing because it's obvious that money plays a very important role in the art business; without it there wouldn't be an art market to begin with.

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