Art and money. Creativity and market demands. Who makes art and who buys it. These are the stories, sometimes funny, crazy or surreal, of artists, gallery owners and collectors who, amid canvases, giant ready-made artworks and performance art moments, trade a piece of their soul in exchange for a figure on a piece of paper. But where is the line between art and commerce? And what does the public gain from all this? A witty and critical look at the world of contemporary art, combining sharp wit, studies of unusual characters, and sociological investigation into the value of art in our lives. A magnifying glass on what makes us human, leading us to ask ourselves: is it worth it?!