Are my favorite authors a brand?

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When I think about Dostoevsky, Tolstoy, Jane Austen, C.S. Lewis I never think of them as a brand. I never read their works and think to myself “I can’t wait to read the twitter commentary and the Jezebel think pieces!” I place the book down and think about the story. I think about the life I have lived through sharing this story. I consider the beautiful words that created this story. The story was an experience. I was living for those moments and nothing else. I stayed up way too late to finish one more page, one more chapter, one more act. When did stories and authors become brands? I know that I have engaged in twitter universe madness when it was about my favorite comic book characters, my favorite fantasy. George R.R. Martin, J.K. Rowling. Yet, I never engaged in this kind of social media cage match with my favorite romance novelist. I could give a damn about what twitter has to say about Nora Roberts or Diana Gabaldon or Danielle Steele. I am sure all of those authors have an online presence but I don’t care. Is this intentional on their part or simply a product of their writing and genre?