What's in a name?: science fiction

After reading this blogcritics post, I pondered yet again the ongoing developments of my personal writing genre -- speculative fiction -- and how it relates to science fiction. This subject has been covered a number of times before in my blog:

In December the subject centered around Director Cuaron's avoidance of labeling his film science fiction.

Earlier in December, I explored the subject a bit more in this post.

There has also been the attempt at levity on the subject.

However, just days ago in my post on Wizards of the Coast there is newfound support for speculative fiction. Although their published focus is more along the fantasy line, speculative fiction is sweeping in scope. So, it lends itself nicely to writers wanting to avoid the science fiction moniker as Cuaron has. Some turn to labeling their work as speculative fiction in order to avoid one genre identification by selecting another.

Perhaps there has been too much homogenization of science fiction. There are certainly deeply entrenched subject, character and plot points that permeate the mainstream of it. This is not by accident. I feel for the person who must market these books: their livelihood is on the line, they must make their product consistently or risk losing their audience, so they cling to their standards...even to the chagrin of creative storywriters cleverly breaking the mold.

We all need to make a living. I understand what the template-driven science fiction editor needs to accomplish. If I was in his/her shoes, I'd likely do the same thing.

However, I'm the writer and it frustrates me to see the universe created by Williamson, Vonnegut, Heinlein, Ellison and so many others get watered down. And the stereotype attached to its readership is a limited niche...a readership that would likely be far broader if a few risks were taken.

Cormac McCarthy's publishers took that risk -- and it paid off. However, as Blogcritics points out, no one's rushing to call it science fiction. Can we somehow turn the tide? Or will we continue to bolster new genres and create more niches? You will make the call in the end, oh book reader.