I think he's talking about 'best selling authors or bloggers'. The author pokes fun at big blogger's opinions that congratulates or praises netflix's crowdsour

I think he's talking about 'best selling authors or bloggers'. The author pokes fun at big blogger's opinions that congratulates or praises netflix's crowdsourcing contest....because it validates their own books and makes them look smart or sound right. (wikinomics, freakonomics, jarvis..)