Marketing is key, in any industry. People are run by emotion, including social cues, much more than they'd like to admit. People want to feel like the thing they are discussing is relevant to themselves, so they prefer insular groups that confirm their fantasy. A greying middle-aged guy in a suit doesn't stroke the ego of the exuberant youth.

At the end of the day, people want a movie that reaffirms their personal views more than they want a quality constructed film. They want music that triggers their own pet emotions, not a technically clever composition. And they want a friend, not a coworker.