Part of the argument is that we draw conclusions and interpret a book based on our own experience in the current time - not the time at which the book is written. Meaning changes with time, he gives an example of Moby Dick. It meant something totally different to someone back when it was written and was not popular. It was not until later did the book become popular because it was interpreted for the various meanings people think it's about. Secondly, the book is written for that specific audience - not the entire internet and/or world. The author remains in total control. He then mentions Kafka as an example because he as so controlling of his writings.

It's a small book for a select audience :)

I originally replied to a child of this post, but if you are interested in the book, I think its "But What If We're Wrong" by Chuck Klosterman.