Before photography became a relatively affordable pastime at the beginning of the 20th century, lithographic prints were touted as the democratic image-making medium that could reach all classes of society. At the same time, because the design was drawn directly onto stone, it could be used as a platform for artistic expression; not just a cheap way of reproducing images, but creating multiple versions of an original work. This potential was most eagerly embraced in France, with Picasso, Braque and Matisse creating "masterpieces" that could be owned or collected by more than one person at a time. A revolutionary idea, but also good business.