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I know that may just be my opinion, but I also think it has to do something with the covers. At least when I compare it to older books aka ones my mom has.
If I would go in a bookstore today a lot of covers don't particularly look like they fit the vibe of the book. I don't wanna namedrop names, but I think if a story has hardcore shut you shouldn't put a pastel colored cover on it with cartoon flowers ect. Like my mother's book who had smit often showed two people kissing sensually half naked. Or one person being half naked. That's how you usually know. Today that does not count anymore because most books have the "mature" cover or "child-like" cover and it does not reflect what is in the book as much as it wished.
I mean we say, don't judge a book by its cover, but we should. There cover should reflect the vibe of the book. If it's about blood, murder, cannibalism, revenge and sex or if it's about coming of age stories or self discovery without too hard topics.
Please don't give smit books nice flower pastel covers. You know what I am talking about. Don't make adult books look like children books.
How fast smut has inflitrated books, mostly bestsellers aimed at young girls and young adults is very concerning. Back in the day it was mostly just to be found in fanfics and doujinshis and stuff like that and frowned upon by the public.
Now the consens has shifted to being completely fine with hardcore stuff put in fantasy books and the like with no warning whatsoever on the covers. This is absolutely irresponsible from the publishers.
I don't wanna name names, but it's definitely the fault of booktok and how smut has infiltrated any form of mainstream media.
Booktok was a mistake.