The idea honestly seems exhausting. And I get that tone from authors sometimes when I check in on Twitter accounts occasionally.

I think that type of author will seriously struggle in a lot of SFF fiction - even some other genre fiction or literary fiction. An established author might be able to rely on reputation to sell books, but debut or even early novelists have hardly a hope.

Perhaps even that's how debut authors are selling themselves - as an in one package to publishers. After 2020, marketing budgets are going to be stripped back to the bone even further.