This chapter analyses the auction milieu’s cultural responses to war-induced developments. Within societies deeply entrenched in the mentality of mobilisation and sacrifice, the commercialisation of art stirred moral apprehensions, feelings of possession, and envy, both among the general public and within the art industry. Debates on nouveaux riches and profiteers underscored the construction of antagonist figures during the war, highlighting threats to the market from both external and internal forces. The widespread destruction of heritage also catalysed nationalist feelings, deepening the cultural fragmentation of a formerly integrated trade sphere. By scrutinising the biographies of dealers, examining art’s vulnerability in wartime upheaval, and exploring the interplay between art and finance, this chapter also outlines how the war acted on the tensions characteristic of each market and brought them to a conflagration.