Just because something is being done right now doesn’t make it contemporary. On the contrary, the predicate ‘contemporary’ in contemporary art is the name for a problem, not a clarified or self-evident state of affairs. As Boris Groys puts it, ‘This is because the contemporary is actually constituted by doubt, hesitation, uncertainty, indecision – by the need for prolonged reflection, for a delay.’ Such experiences, however, are not especially high priorities in the world of corporate rationalisation.