And what would that be? "Dumbledore is gay." It's brilliant, I say. Some people out there are saying that JKR has hurt her sales. I say they're wrong. Some people out there are saying she's shot herself in the foot with readers. Not a chance.
Why? Because there's guaranteed to be another HP book burning or three. Now, I've written blog posts on this subject. Book burnings really only worked when books weren't as accessible. What will happen now?
1) People who are opposed to the idea of a gay character in a YA book will write blog posts, giving her and the books free promotion. Can't ask for better than word-of-mouth, no matter what they are saying about you. Just spell the name right, please. Even my post is helping her.
2) People who are vehemently opposed will arrange a book banning. Oh, but that HELPS sales. Why? Because people will buy the books just to see if they are as bad as they sound...or just because they are banned, and said individuals are vehemently opposed to banning, because it's censorship. AND, it provides more fodder for the news services, more promotion you can't buy with all JKR's money, but she can buy it with her mouth.
3) People who are RABIDLY opposed will arrange a book burning. Ditto on the promo, as you might have guessed. In addition, what do you have to do to burn books? PURCHASE them, unless you want to go to jail (at least for a night or two...and then pay fines and damages to the store owner) for mobbing a store and stealing them, which adds even MORE promo. So, you purchase them. That puts money in the pockets of the author, publisher, agent... Oh, yeah. That's teaching them a lesson. That's hurting them. Hurt me more, please.
In short, the ONLY down side to this would be the possibility that someone will try to physically harm JKR. Possible? Yes. I'm sure she has mail readers, passing hate mail along to the authorities already. It's just a whole slush more of them.