The true enemy of reading is a sibilant voice that begins telling us, around about middle school, that reading is something we do not because we enjoy it, but because it will make us somehow better. The voice tells us that reading is something we should do—we should read a book the way we take a vitamin. Jacobs' The Pleasures of Reading is, above all, a brief for enjoyment.
I think that's the reason many of us do not care how the material is packaged. Mt stepdaughter Jen and I were driving somewhere once, and Jen suddenly exclaimed, "My God, Frank, you're editing the billboards." Well, they were something to read along the way.
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