Welcome to cultural pilgrimages, or in the worst case, an unforeseen menage a trois of leisure, capitalism and culture. Just as the visual arts vanguards blend into forms of expression despised until 50 years ago (Michel Gondry, thank you), so day-to-day topics slip into the spaces reserved for "high culture". Is it an operation by big capitalist groups? Or a sign of the growing complexity of a homogeneous values world?