The paper addresses the intuitions of aestheticians concerning a fundamental contrast between the judgement, appreciation, and interest appropriate to artworks and those judgements, appreciations, and interests appropriate to all the other (non-art) cases of aesthetic interest. Then terms such as beauty must amount to something different in art-cases from that in other (aesthetic) cases. For the fact of being an artwork is transfigurational, allowing artistic properties to be (truly) ascribed. In arguing against the univocality of terms such as beauty (by stressing occasion-sensitivity), the paper rejects the idea of a ‘look of the thing’ shared by art and non-art. And the pervasiveness of this artistic/aesthetic contrast is urged.