Process versus Product

I was listening to Natalie Goldberg read from Thunder and Lightening, one of her books on writing. She was talking about the popularity of books about writing, and how people are now more interested in the process of writing than in the end product. Her books about how to write have sold really well -- much better than her novels.

I wonder if the same thing is happening with other forms of art -- that the process is more interesting than the end product. Would people rather try their hand at painting, for the experience of it and for what it reveals about themselves, than own paintings?