Contemporary naive art faces one serious challenge. "Artistic inferiority complex" which used to be one of the most attractive features of the old primitive art, nowadays has a very short life. The artists are shortly taught that their not very skilful works have their own charm. We could blame the art critics, the connoisseurs and mass-media for that. The most destructive role is played by the exhibitions of primitive art. Few manage like Rousseau "to preserve the naivety". Sometimes the past-naive painters - deliberately or not - might take the way of of cultivating their own naive method, they begin to stylise their own works (this is true about the late works by Tatiana Elenok and Katya Medvedeva), somehow much more frequently they got trapped by the savage nature of the art market and embraced by mass culture.