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I would say Pulp is big reason... and the usual... forcing people tor read books in their youth that they should not read till they are much older...for example Tolstoy... which in Russia..quite a few friends of mine did not like because they were forced to read it in secondary school....
Second, many people read for the pulp... just like Hollywood film... such as Dances with Smurfs....3 hours long but less than a centimeter depth...
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