From Jessica Spotswood's blog:
What happens when you get a big book deal, and then your sales are good – really good for a debut, totally solid, with a starred review and good reviews overall – but they are not good enough? They are not bestseller numbers? Maybe you get a new paperback cover and another tour and another chance. But maybe the numbers still aren’t good enough. And then things change.You begin the hard work of adjusting your expectations, which got wildly inflated by all that lovely optimistic talk at the beginning. But once you get certain things – even if they aren’t even things you wanted at first! – you want to keep having them. It hurts your feelings when they stop happening, even though you tell yourself that this is a business and feelings should not matter.