I felt that same, but I think the "Beach Read" comment hits the nail on the head. I feel there has been an upswing in these "Beach Read" kind of books (looking at you CoHo). I think it draws a lot of newer readers because they are quick and easy read and most of the time have some sort of plot that could easily be a Hallmark movie. I like to think of them as the reality TV of books, not much depth, so so plot, but quick, engaging and enjoyable regardless.
This year after joining a book-club I found myself reading a few of these types of books, and at first I had the same kind of "why is this so popular" thought process. But then I reminded myself that reading should be fun and enjoyable! And now I find myself looking for some of those Beach Reads after longer/deeper books as a nice little pallet cleanser, or a quick way to get out of a reading slump!