Take the phrase "best seller," for example. While for some of us, that may conjure images of oiled sunbathers reading our books at the beach or commuters clutching mass markets on the subway, that's not always the case.
For example, you may never have heard of the best seller "Harry T. Burleigh and the creative expression of bi-musicality: A study of an African-American composer and the American art song." And yet, it's 2003's number one seller--dissertations sold through ProQuest that is. I can't really tell you why this tickles my funny bone, but it does. I guess it's that thing: even when you are top of this particular heap, you're languishing in obscurity.
Press release via the incomparable ResourceShelf.