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I think it happens when an author believes all it takes to sell a book is to put their name on a cover and they stop listening to the story their characters are trying to tell. Like Alistair MacLean writing a sequel that starts where his movie ended (Guns of Navarone to Force 10 From Navarone), Laurell K. Hamilton's personal life getting in the way of her publisher's deadline so she gives us Micah, Ann Rice deciding not to use an editor cuz she knows what her readers want. These are all favorite authors of mine but they never quite came back after selling out.
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