“(W)hile science fiction as a genre does very well with the general public in the film and television media, there’s still resistance to getting a mainstream fiction reader to allow themselves to be seen with a science fiction book that’s explicitly presented as science fiction (as opposed to the camouflaged science fiction of The Road or Never Let Me Go).”
Over at TOR, John Scalzi uses Heinlein’s publication in The Saturday Evening Post in the 40’s to kick up quite a discussion about whether science fiction writers should meet non-science fiction readers half-way.