I find it very interesting that successful technology artists in the art 'market' run companies along the lines of a traditional architectural or design firm with complex sources of research funding, employees, corporate sponsors and large clients like the V&A, for instance. It is difficult for solo artists to operate on this scale.
Although I like the idea of this piece I found it difficult to experience it very well through this video doc so I will have to head up to London to take a look.