This causes an issue with intuitions about a text: relative inaccessibility and the need for extensive study is common for works that have stood the test of time simply because of their age, and as we encounter this over and over, the very presence of these properties causes us to lean towards mentally filing a work in the "highbrow" category, and the lack of them otherwise accordingly - and thus "this is pop culture" or even "this is popular" become shortcuts for "this is worthless", without one actually needing to do the work to demonstrate the worth or its lack.
However, inaccessibility is neither sufficient nor necessary nor even particularly desirable for a work to be worthwhile; many classics of today were popular culture in their time, and so we must fight the instinct that causes us to think of the two categories as being mutually exclusive.
Though apparently, whoever translates the Name of the Wind into Spanish is an exception...