This user-generated rating system has normalized the consumption of "lusty" content. Readers openly hunt for "three-chili" or "five-chili" books, signaling a cultural shift. We are no longer hiding the fact that we enjoy reading about adult relationships. This transparency has fueled sales. When a book is marketed as having "great spice" and a "golden retriever boyfriend" (a trope denoting sweetness), it creates a perfect storm of marketability.