Authors:

My problem is that the audience is more fiction-literate than ever. In Shakespeare's day, you probably expected to see a play once or twice in your life; today you experience four or five different kinds of fiction every day. So staying ahead of the audience is impossible.

"'There is a clue everybody's missed': Sherlock writer Steven Moffat interviewed". Interview with Stuart Jeffries, www.theguardian.com. January 20, 2012.
My problem is that the audience is more fiction-literate than ever. In Shakespeare's day, you probably expected to see a play once or twice in your life; today you experience four or five different kinds of fiction