For sure, the difference between "literary" and "popular" writing has blurred but today's publishers --especially the Big Six-- have taken advantage of this. I mean, consider that as far back as 1992, Donna Tartt was changing the rules with her bestselling debut, The Secret History--a literary novel that was also a mystery thriller. The book, along with so many others in the 90s, changed the rules and has given us cross-genre writers like Cory Doctorow, Neil Gaiman, Annie Dillard and so many others. The amazing author and literary critic, Lev Grossman, does really well with his "hybrid" fantasy novels which are written in a literary style.