From William Powers in the National Journal, The Church of Best-Sellers:
More and more, the coverage of these massive cultural events is like absurd comic theater. Act 1: Long before publication, the media announce that the book in question will be simply huge, The Biggest Thing In Years, and the drumbeat continues right up to the day of release. Act 2: The public, eager to participate in this foreordained historic moment, dutifully lines up to buy the important tome. Act 3: The media marvel at the popular frenzy, as if it had happened quite spontaneously and they had nothing to do with it.
Link via Bookslut.