Highlights of the Neil Gaiman/Joss Whedon interview in Time:

JW: We've been co-opted by the man.

NG: We're in this weird world. Anansi Boys is coming out, and it's a funny fantasy novel, and it's being published as a mainstream thing. It should have been 10,000 copies just to people who love them, who would have had to go to a science fiction specialty shop with a cat in it just to find it.