When I was growing up, I avoided mugs at all costs. Most of the mugs were at my grandparents' houses, and they had (what I thought was) boring scenery, "World's Greatest Grandma," and business names plastered on them. I would wonder why anyone would want to drink out of a short, bulky cup like that. Then I grew up.
It is in the literary world, and an important one. There is an ongoing dilemma in the writing world--Should writers write what they feel passionate about or write for the masses? Since first considering crossing genres from contemporary romance into LGBT romance, I learned that this question is driven by much more than sales.