“A number of companies are latching on to a broader advertising notion of ‘the writer,’ either as a conceptual, disembodied mascot or, in the case of Chipotle, by gathering literary luminaries to form a collective ‘spokescribe.’ As serious literature becomes further marginalized, cloistered from the cultural Kardashians at the gate, brands may be tapping into a quality associated with it that historically seduces aspirational consumers: elitism.”