 Guernica, very likely, is a more creative work than the napkin sketch and plausibly valued more for that reason. A question which arises is this: how do people make judgements of the quality of, say, a painting, if not solely on the basis of how it looks? For a few highly trained experts the answer may be: through deep immersion in the cultural and artistic context of the work. The rest of us, where we make a judgement at all, may be dependent on short cuts such as the “effort heuristic”, which treats evidence of effort as evidence of quality. In an experiment, people asked to judge the relative merits of pictures A and B tended to judge A as better than B when told A took longer to paint, while the group who were told that B took longer preferred B. This effect was found equally among experts and among laypersons, though the experts were “self-described” (Kruger et al. 2004).