On 14 October 2022, Vincent Van Gogh’s famous painting “Sunflowers” was pelted with tomato soup by two climate activists. We wonder why the art world did not react immediately, when it had been the direct target of these attacks? Studio Exhibit Who Cares 2.0 addresses the issue with the production of the exhibition “Econoclasm”, which asks what it means for emerging artists when their peers use artworks as targets for their protest.