Before Borders cracked off and fell in the ocean, their staff always referred to books as "product." Not to the public, but amongst themselves. That's all they were to them, product. Of course, that's not what killed their company, a lack of love for books. It was Amazon underselling them, mostly likely. But still, it feels like justice. Not that Amazon has any more love for books than Borders did. They probably refer to books as product themselves.
Can you imagine a good small press editor, say someone like Bill Roberts, saying to himself "Sure, it's crap, but I'll make a killing on this turd of a book!" What he does say is "Sure, I'll lose money on this one and the next ten, but they are too good not to publish."