Why do you think self-help books are so much more popular in North America?

Maybe not the best place for this discussion, but also maybe it is.

I'm from England but moved to Canada six years ago. A thing I've noticed between being here & on trips to the US is how much more popular self-help books are compared to back home.

Does anyone have a theory on why this is? I think there's probably a really interesting cultural reason for it but I haven't worked it out yet.

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