In his article Reinventing the wheel, Jonathan Jones states that Duchamp’s "big idea – that any ordinary "readymade" object can be chosen by the artist as a work of art – has sunk so deep into modern culture that he is imagined almost as a biblical prophet, a remote figure of authority."  Jones argues that today the ideas behind Duchamp’s readymades are taken for granted and we often forget what a wholly original and unprecedented concept thte readymade was.  Duchamp "discovered something new; no one can discover it again", and despite the many contempory artists who are influanced by Duchamp, his work is "inimitable" because of the ideas behind it.