That does make sense from a business stand point.

My NF and "literary" fiction purchases tend to be unplanned. I find something interesting while wandering around the store after browsing the romance section. So P&P and Olsson's, which I go to when I have a planned non-romance purchase or when I want to hear a speaker or get an autograph, miss out on the impulse buying that makes up the vast majority of my non-romance reading.