
Have you ever compared book with movie ratings?
People rate higher books than movies.
There’s a simple reason for this: books demand more time and energy.
After watching a bad movie, is common to say “This was a complete waste of time”.
After reading a book? Not so much.
Because we force ourselves to like it. Even if we don’t, we defend more a crappy book than a crappy movie. All that work can’t have been in vain.
But what if it is?
The interesting part is that this can apply to almost anything.
The more time they dedicate to you, the more they will defend you.
Not because you are great, you don’t have to be. They just don’t want to look stupid regretting it.

There's another interpretation based on time commitment. A crappy movie generally takes from 90 minutes to two hours to watch. Most people take longer than that to read a crappy book--which makes me wonder if they just don't finish the crappy book, because it's too much of a time sink. So maybe it isn't that people are forcing themselves to like bad books. Maybe they're giving themselves permission to abandon the books they don't enjoy, which means that their satisfaction-per-book-finished statistics are stronger.
The lesson then would be this: if you're going to be crappy, be quick about it.

I suspect it also depends on whether you're watching the movie in the theater or at home. Particularly on cable, I'll just change the channel. But if I paid for a ticket? I'm watching it. I haven't seen anything genuinely crappy--I'm pretty picky about what I see in the theater--but I've been disappointed a lot. Still, I can only think of one movie I've walked out of, and I've stopped reading any number of books.