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Well, for better or worse, when you pick up a Mills & Boon (who are the UK division of Harlequin) book, you know pretty much exactly what you'll be getting.
They have a particular longstanding style and standard to their romance imprints, so people are pretty much guaranteed a certain sort of read. Quality will vary a bit according to the individual author's skill, but generally the stories and plots and outcomes in each particular line will be fairly similar to the point where the books are relatively interchangeable for subgenre niche readers.
So they end up being rather reliably recognizable.
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