But we also have lots of deep information to help people learn about art and artists. That has nothing to do with going down-market or dumbing down. You don't have to do that to dramatically expand the number of people who buy fine art. Critics, however, view those numbers as proof that the venerable auction house is moving down-market. They also complain that Sotheby's is aggressively courting new dealers, requires those who join to sign exclusive contracts prohibiting them from offering property on any other auction site for three years, and offers a more limited guarantee for items purchased online than it does for its live business.
Authentication is another controversial issue.
Sotheby's staff of experts authenticate the objects sold in its auction houses. But Sotheby's hurry to establish an online presence has paid dividends. It clearly caught Christie's off guard and it galvanized many other competitors into action. The site, launched in December, has 15 employees and draws about 5,000 visitors a day. It galvanized attention in the industry.