The O'Reilly publishing empire basically built their brand on this principle. Nothing says "I understand TCP/IP networking" quite like a book with a random camel on the cover. The animals don't even need to be thematically relevant—just throw a mongoose on there and suddenly people are willing to read 800 pages about database optimization.
It's the tech equivalent of putting googly eyes on vegetables to make kids eat them, except we're all allegedly adults with CS degrees.
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