Take a look at this: AI sparks creativity

Apparently ‘We are programmed deep in our DNA to be comforted by the authority and the reliability of big brand names, and that applies more than ever to the names of big writers.’

These are the words of the chief executive officer of Bloomsbury Mr.Nigel Newton.
Well Nigel, in my recollection DNA is a molecule carrying genetic instructions for an organism’s development, functioning, and reproduction. There is more, much more but it has eff all to do with comfort about any authority, including names of big writers. (Are these writers oversized Nigel?)
Go home and play with your teddy bear Nigel.