It's more in the marketing, the expectation that you're going to like something simply because you get the references. The recent movie posters feel like seeing your parents trying to reference memes and thinking it makes them cool.
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I guess that explains it. I saw the book at a bookstore a couple years ago and picked it up because it looked interesting. I never saw any marketing stuff until recently with the movie coming out. The movie doesn't look that good to me. I might watch it but it will be a rental.