The act of violating the contract (w/ the museum) itself is the art-work here. On another side, I think this is quite a good deal for the museum. This story is

The act of violating the contract (w/ the museum) itself is the art-work here. On another side, I think this is quite a good deal for the museum. This story is pretty popular on the internet in many countries, and $84k sounds pretty cheap for an international ad campaign. Plus, the artist is still delivering a kind of modern art.