this is a perhaps accidental restatement of something brian stableford described in talking about fantasy fiction; that there is commodified and literary fantasy, and literary fantasy has an actually parasitic relationship with commodified fantasy; the commodified form teaches people how to read the form, and the literary form takes that fluency and perverts it. No one who isn’t already familiar with the form has much chance of understanding the literary version of it, it is negatively overwhelming because the reader lacks the key genre understandings needed. It is the commodified literature, lacking in merit but formulaic and polished, that creates fluent readers, and it is a minority of these readers that become fed up with the commodified form that then seek out challenging, ambiguous works.
PS: This is also why literary fic writers trying to write genre fic often end up with works that are flaccid, overdidactic, and inexpert when it comes to the different set of literary forms. Cormac McCarthy’s the Road, for instance is just a generic rehashing of post-apocalypse stories we have encountered dozens of times before. It has no hope of pushing the boundaries forward because its trying to create a homonculus without the midwifery of the attendant genre knowledge. Sam Delany did a much more graceful job explaining this.