The key word being:  predictably.

Richard knows what he’s doing, of course. Indeed, he does it every time he embarks on a new venture in his career, the last one being when he announced the release of his first fantasy novel by digging up the corpse of J.R.R. Tolkein and sodomizing it.  I exaggerate….but judging from the way Tolkein’s legions reacted to his criticism that Lord of the Rings was essentially a puerile piece of crap, you’d have think that’s exactly what happened.

But all that was going on was Richard getting more attention for his book.  Same way he just got that much more attention for the Crysis sequel.  Knowing him, he’ll probably do a pretty good job with it too . . unlike a lot of writers with a genius for self-promotion, Richard actually delivers the goods, as anyone who’s read ALTERED CARBON can tell you.

And he picks his targets carefully.  Were he to pen a mainstream novel, he’d have an article in the Guardian about how Hemingway was too drunk to write his way out of a paper bag.  If he writes a scifi movie script, we’ll have a rant about how everything from Star Wars on sucks balls.  Part of it may just be the natural ambition of a writer who wants to take everything he does to the next level.  But most of it’s a matter of page-views and eyeballs.  Looking at the man’s career thus far, it’s kinda hard to argue with the results.