"Richard Dawkins, Wheen recalls, once pointed out that if an alternative remedy proves to be effacious-- that is to say, if it is shown to have curative properties in rigorous medical trials-- then ' it ceases to be an alternative; and just becomes medicine'. In other words, it's only alternative so long as it's been shown not to be any bloody good. I found it impossible not to apply this helpful observation to other areas of life. Maybe a literary novel is just a novel that doesn't really work, and an art film, merely a film people don't want to see." - Nick Hornby
Underlined section being the most relevant.