The "Book Fair" section will be no more unsavory than any other section of the forums which currently has ads for ebooks. It'll be the same people, the same authors, the same posts, the same books, just all gathered together.
If spammers show up, they'll be dealt with the same as if they posted in any other section. And there's no reason to expect any more of them to appear there than anywhere else, or than we have at present.
Which leads me to another, distantly related thought: do we ever get any postings promoting non-fiction books? Right off the top of my head, I can't think of any I've read that weren't for fiction, and mostly what is considered "genre" fiction.
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