I own a Lik, which I bought a dozen years ago when he had a shop-front in Port Douglas Queensland. It was a very, very, slick store; a mini-art gallery complete with works from 'guest' photographers, which were not-quite-as-good as Lik's. Lik was producing very large prints well before large format inkjet printers. As I recall, some of the prints at 3 and 4 meters across were quite spectacular - especially his panoramas. Imagine a 4 m high vertical panorama of the light streaming through Antelope Canyon; that sort of thing. The images were technically fine, and very appealing in a mass-market way, but it was their size that made them something. In these days of 60 inch inkjet prints, I'm not sure the impact would be the same. No doubt, being first to market helps.
I think I paid A$4,000 framed, glassed, and delivered for a 2 1/2 meter x 1 1/2 meter print on lovely glossy Fuji paper - and, yes, the paper really does sparkle(!) - which was less than it would have cost me to do the anything like it to the same quality, which is very high; certainly so at that time, using film. It arrived in a 50 kg crate shipped directly from Fuji in Japan. It is an "edition" of 500, but if Lik has sold 500 of my particular print, which is of an almost abstract close-up of a flower, I will eat it.
It nicely covers a nasty crack in the brickwork of my dining room wall, although I still enjoy it, which is why I bought it. But a $multi-million artwork, it ain't.