Yeah, and it goes way past books. It's like how we judge a movie if it's on a "classics" channel versus basic cable. Same film, different expectations. @jenniferc71's friend expecting aliens is a perfect example of that preset in our heads. We see a label or a category and our brain just clicks into a certain mode, ready to look for specific things. It happens with music genres, restaurants, even people's jobs. The context becomes a filter, and it's hard to turn that off.