Fundamentally, that's what Stephenson was saying. Quality books bring in new readers. Now the publishers and retailers need to keep putting out high quality books and marketing them (instead of publishing another Spider-Man #1).
I was a big 90s comic book fan. I was in my teens and didn't have the most discerning taste, but I had 3-4 subscriptions going at any one time. I stopped reading comics in 1996, and didn't pick it back up until the over a decade later.
The books that got me back into comics? Y: The Last Man. Fables. Ex Machina. I have the full runs of each of those, and am always looking for the next quality title along those lines. (I don't care that comicsGAF doesn't like Fables...it's awesome!)
Right now, that title is Saga (yes, I'm a Brian K. Vaughan fanboy). Locke and Key was insanely good, and I purchased the entire run. There are several other Image titles comic out each month that probably won't hit the level of those two, but they're defnitely proving to be worth the money. Black Science, Rat Queens, Lazarus, Sex Criminals, and Deadly Class, to name a few. I have high hopes for Chew and The Manhattan Projects.
I love Marvel comics like Daredevil and Hawkeye, but neither they nor DC are putting out anything as creative or diverse as the current Image line. I realize that's purely a taste issue, but what they offer matches up more closely to my interests.
similarrrrrrrrrrr storieeeeeeeeeees. I started reading comics as a kid and hated them, wordy random early 90s Marvel books, buying things based off the cover, not understanding arcs or runs. Didn't buy another comic until i heard Whedon was writing an X-Men comic, it got great reviews and i decided to give comics a chance again now that i was older. I don't know if i would have gotten into comics had it not been for that special occasion, because i had no interest to read comics otherwise, and i imagine that's the same for my friends. The only way i got my brother to read a comic was because of Buffy Season 8 and he'd read Walking Dead if i had the trades since he likes the show, but even with that he still has little to no interest in comics.
The problem that i see is that people don't care about the medium of comics themselves, all cape books are just expensive, senseless, childish noise unless you find the right one, and that's why i groan when there are 10 batman books or 100 wolverine books, that extra choice, the extra step of research needed to figure out which is the batman book to read, i don't think people want to bother, it's easier to just ignore comics and continue waiting for the next movie.