While contemporary art’s dominance in today’s market is unquestionable, the reasons behind it are far more debatable and diverse. I’ve written about many of them here on the blog: branded blue chip art’s transformation into a globally recognized status symbol; value-unconscious herd mentality; even plain old arbitrage.

Brand-within-a-brand Loic Gouzer of Christie’s would tell you (through Carol Vogel) that it has to do with the “raw angst” that appeals to “a generation of rich embryonic collectors.” Jerry Saltz and artist Matthew Weinstein would counter that it’s because contemporary art has been saddled, mounted, and ridden into the sunset by pop culture.

But when we search for the motives behind contemporary art’s dominance–especially when it comes to artists still living and working–one that tends to get overlooked is simple but powerful: certainty.