Well, I'd prefer it too, but I can't help thinking it isn't consonant with "popular". In that, I rejoin shalym perception.
It is hard to set up a popular award that wouldn't be rewarding popular (entertaining) works. I think it requires smaller committees.
I believe that a good avenue for that is following peoples of similar tastes who makes them publics (critics). On youtube and blogs for instance.
I'm not at all knowledgeable about the Hugos and english litterature in general (it is not my mother tongue), but maybe it is the result of both the Hugo awards and the Sci-fi litterature (it is sci-fi?) growing in popularity in general.
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