So? He can overhype all the books without giving preference to one. He can pontificate about how important is to read books, how all the geniuses at HN read the

So? He can overhype all the books without giving preference to one. He can pontificate about how important is to read books, how all the geniuses at HN read these very important books and so on.He only needs to maximize the money spent on the books, not the selling of a particular one. He is advertising beers (and get money from all of them) not just Budweiser.