That's the whole point of the image. If you look at the image in context it's actually an extremely interesting photograph.
Worth millions? Depends on what you mean by "worth". If I had millions I wouldn't spend £3m on any photograph. But I can see the monetary value to a gallery of having a very interesting photograph that people would want to come and see in situ. I can see why a private investor might want to invest in the art and make money from selling it on in the future.
In the context of what exactly?