the very mechanism

If you’re used to doing heavy-duty literary stuff—we’re talkin’ caviar for the general, that doesn’t sell all that well? Being human animals with egos, we find a way to accommodate that fact of our ego, by the following equation: If it sells really well and gets a lot of attention, it must be shit. It’s just generated by the hype machine.
Then of course the ultimate irony is: um, if your own thing gets a lot of attention and sells really well, then the very mechanism you’ve used to shore yourself up when your stuff didn’t sell well, is now part of the Darkness Nexus when it does.

althoughDavid Lipsky/David Foster Wallace
Although of Course You End Up Becoming Yourself
Broadway Books, 2010

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