On a similar note, I would also recommend the film Exit Through the Gift Shop, which documents Thierry Guetta's rise in world of street art. While Thierry's artwork is largely considered unoriginal, he's able to make a considerable amount of money after being endorsed by Banksy.

There's a lot speculation saying that Banksy produced/created this film as a hoax to make precisely the same point - art is appreciated more for the person that made it.