What really bothers me is I know there are some very good books out there that are well worth reading but aren't well known just because the authors aren't, and again, books now are being sold as a brand, just as much as soft drinks.
In the UK we have a radio 4 programme where people read and critique each other's recommendations. I can't bear it because they're so pretentious, but I also because the books they go for are almost always (AFAICT) from mainstream authors – these people want a nice, safe, conventional environment. They're just boring people.