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Shakespeare told us “To thine own self be true.” Nick Horby’s advice to readers could be paraphrased, “To thine own taste be true.” He asserts reading should be fun, not enforced.
I don’t think he means no one should write literary novels. Clearly some people like them. Writers, and readers, should pick the genres they like. There is no “should” about what to write.

Can’t get into highbrow novels? Ditch them, says Nick Hornby – Telegraph