It seems more like a gimmick that an artwork to me.
A lot of art is a gimmick. During the rennaisance, paintings were ordered by the percentage of colors so that the artists would use the more expensive colors. That’s a gimmick. Art, to me, is balance and color and line and cleverness. Some of the photography here is rather brilliant. But then I think Andy Warhol’s Campbell Soup can was as much art as Andrew Wyeth.
Gey