Yes, it is marketing, exactly.
It also allows people with no talent for art to make "art". Most of the modernists who have produced 'fashion art' have been increasingly unable to draw. They can't draw hands, they can't execute an accurate line.
Someone else here on FR commented on a cover by Rockwell, in which he depicted a group of students at an art museum looking at a Riopelle. rockwell did an excellent imitation of Riopelle; but Riopelle could not have done an imitation of Rockwell without exposing his inability to manage a complex representational picture; much less hands.
"They can't draw hands,.."
You nailed it. As someone who makes a living from painting as I have since 1988 there is a difference between a painter, and an artist. I'm a painter who aspires to be an artist. The fact that I support myself through my skills as a painter and am thus considered a "professional" does not make me an artist.