That criticism is warranted but I feel that having a "goal" of books to read is a very useful tool to develop the habit of reading in people that never read.
As for the type of people that do not typically read, I would encourage them to read what they would love reading (even if its NYT Best sellers) until they love reading.
As for the type of people that do not typically read, I would encourage them to read what they would love reading (even if its NYT Best sellers) until they love reading.