Even in bad (large chain) bookstores they often hire nerds. I always ask what’s good and 60% of the time there’s an excited response from a first year lit student. It’s how I read Grass by SS Tepper; very happy for that recommendation. But most of the time I read the first page, random page, and know it’s not for me.
I think the main barrier for the average Joe understanding China is they plan 50 years ahead and have huge philosophical texts which inform politicians on policy.
Politicians planning and having coherent goals being unimaginable to the average US voter.