I'd argue that technological change that is a simple enough iteration of existing technology that it can be carried out by small groups of people will happen independent of culture with a very high probability once a population is large enough.

In this case, so many people are curious as to whether we can make this work and/or see financial implications that this will happen irrespective of whether wider culture rejects it.

The proper counter will be cultural determinism, if sufficient people insist upon supporting human writers crafting real books.