ArtMoney, interest free loans to buy art

There is a new startup in the US that provides interest free loans to people that buys art at participating galleries. I really hope this gets big and they have more galleries join in, so it becomes easier for people to buy art.

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”Art Money doesn’t charge galleries to partner but rather charges a set fee, framed in its agreements as a percentage discount against the total cost of any work sold using the service."

Wont the set fee ArtMoney charges the gallery in reality just be given on to the customer in the form of an increased price on the artwork that takes into account the fee? I still think it will be cheaper to buy art without taking a loan. Nevertheless, great business idea and I hope it suceeds in making more people get into the art market.