Before it was verified, it was dirt, as soon as it was verified it was gold. Same painting. Art, especially abstract is subjective, and sometimes the name is more important than the art itself.
You're probably aware of the famous study where the same wine was used, and poured into different bottles and said to sell for different prices. Wine critics, who are supposed to know what they're doing, vastly preferred the same wine at the higher prices in the fancier bottles.
If that doesn't tell you all you need to know about packaging and marketing, I don't know what does.
But I'd say there are also different degrees of art. Are the Sex Pistols on the same musical level as Beethoven? I don't think so! But when they came out in the 70s, they hit me on a visceral level - whether because of their music or marketing, I don't know - that was very different from the visceral reaction I get from classical composers.
Or take John Cage. A lot of people thought that what he did was stupid or pretentious. However, I invited him over for lunch one day, and much to my surprise, he accepted. We ate a really big salad together with our fingers, no silverware, and had a great time. That's when I realized he was coming from a place of having a great
sense of humor, and a willingness to try anything - even a lunch invite from some 20-year-old. From that point on, I heard his music with the humor and smile that was a part of him, and it made total sense.
4:33 was no longer WTF, but "that's frickin' hilarious!"