I would bet that most of the $20 prints that Brooks has sold has been to other photographers and subscribers to Lenswork. most people who spend $20 on a CD or a good meal could give a s**t about hanging a photograph on the wall unless it is of their kids graduation or posing with Goofy at Disney World.
Like it or not, buying and selling art is all about marketing to the upper classes in society, especially when you start talking prices in the thousands of dollars. Some of the buying has to do with a genuine interest in the work or the artist, sometimes its about being part or the gallery/art scene crowd and sometimes about making an investment. They might buy a couple dozen of Brooks prints and use them for drink coasters at a party but not consider
them as serious art anymore then they would consider pretty print patterns on a roll of paper towels.
But I think Brooks understands all this and has selected his market carefully. He knows that he has a potential market of all his subscribers and those who read lenswork off the rack at the bookstore. But that is the extent of his market.
But thinking that somehow cheap or inexpensive art will be snatched up by the masses is a big fallacy. You want to know what some of the people at work are spending $20 on lately? Terrible Towels witht the Pittsburg Steelers logo on them. Or a NASCAR T-Shirt or something for their kids, or a CD or a meal or a movie. Art to put on the wall is not a big priority or of any real interest.
As you get into a higher income group, upper middle income, the new rich, DINKS, and two professional households with kids, they would probably be embarrased to hang a $20 print on the wall unless their kids made it.
I guess the point is, how one prices thier work reflects the market they are trying to reach. If you don't mind selling your work to other photogs for $20 you could reap a nice bounty. Outside the universe of photographers though I don't believe there is a market or audience for cheap prints or any original artwork. People want a perceived value in things they buy and as income goes up they don't mind paying a premium to get that value.