Why it was successful is an interesting question. The wealthy has always been important patrons of the arts, and people seem to use the cost of a piece to signify value of the art itself. Imagined or otherwise.
A few documentaries [1 - can't find the main one I was thinking about] [2 - a good video summary on it] and books have exposed that tax deductions on art donations is an incentive to game the system, because it easy to collude with art brokers you know to collect cheap crap art and then donate it. To find a way to collect art you truly adore and then part with it for a tax deduction is much harder.
[1] https://www.imdb.com/title/tt9878520/ [2] https://www.youtube.com/watch?v=QZz2PhTQJCA
If art was more about tax evasion, etc, then modern art would probably be more photorealistic or otherwise difficult to create (since this would make it easier for outsiders to assess the scarcity of an asset)
But I agree that the modern art market is multifactorial in nature and that there are elements of both involved.
The desire to be an influencer is very natural, and this is the easiest path for you if you've got a lot of cash to burn.
I have a few art pieces that I'm proud to have at my apartment. Some people think they are ugly, but they are an expression of my tastes, and therefore they are a useful shorthand for communicating those tastes to others, when they visit my apartment. I suspect that a lot of art buyers have the same motivation as myself, they are looking for symbols that can work as a shorthand way of communicating a lot about oneself.
Too many people that seem very self-confident and arrogant are actually highly insecure people.
Slightly related:
https://www.dailymail.co.uk/news/article-6777961/Billionaire...