Former Village Voice editor and J-school prof David Blum is confused about something. Why is Josh Ferris's Then We Came To The End not a New York Times bestseller, even though everyone—including Gawker!—thought it was "pretty good?" Blum puts on his reporter cap and discovers that sometimes even well-reviewed, well-marketed books don't sell hundreds and thousands of copies! He also has some pretty groundbreaking (as in wrong) theories as to why this might be.