Stumbled across this article, which lead me to the original story that explains the piece...Thanks to the good people at Brightest Young Things (brightestyoungthings.com) for leading me in the right direction...
http://www.supertouchart.com/2009/02/13/newsart-gag-of-the-moment-eugenio-merinos-for-the-love-of-gold-damien-hirst/#comment-101599
