This makes The Economist required reading, but also explains why you often miss the point in the subjectiveworld of the emotions which the bulk of mankind inhabits and in which you fear to tread.
The missing ingredient, for the moment, is consensus: who among them does the frequently subjective and almost invariably opinionated constellation that makes up the art world trust?
Do you trust subjective speculation that is strongly and repeatedly contradicted by real-world facts, or do you trust the theory that is strongly and consistently supported by real-world facts?
As an active member of industry organizations that are seriously examining how neuroscience might contribute something beyond highly-subjective brain maps to marketers struggling to help their brands thrive in a ceaselessly evolving world, we have some sensitivity to results so flagrantly disconnected from marketplace realities.