No one wakes up in the morning hoping to be as vapid as possible. But eventually you internalize the squeeze. Everyone down the chain adjusts their individual decisions to the whim of the retailer, or to their best guess at the whim of the retailer. If it’s Barnes & Noble, you may hear that a cover doesn’t work, that the store won’t carry the title unless you change it. If it’s Amazon, you may not hear anything at all. You go back and adjust your list of wildly optimistic comparative titles — it’s The Big Short, but . . . for meteorology!