On the other hand, we sold a lot of books by putting what was meant to have been a put-down from the NYT reviewer on the cover of Good Omens. ("A direct descendant of the Hitchhikers Guide to the Galaxy", ie a Bad Thing.)
www.theguardian.com/books/2023/s...
But, then they took it further and made their entire personality about "I WON'T DO ANYTHING YOU SAY even if it's solid advice."
And, now people are stepping away from those folk.