It's not necessarily bad, but "best" books should be judged on rating, not recognition. With this rating system a book with 1000 reviews rated at 3.5 stars would score higher than a book with 500 reviews rated at 4.5 stars.
1. "Tapping into the zeitgeist and participate proactively is great." As you put it so eloquently :)
2. The alternative is to follow your own curiosity and read whatever you really have a hunger for.
Time is so limited it can get hard to choose reading material sometimes.