Okay, to be fair, they might not be idiotic, they might just be assuming that their audience is. How can I tell? Here’s a screenshot from the opening credits montage.
You see, they needed an image to establish that the main character, one ‘Hank Moody’ (Get it? His name describes what he is! It’s clever!) is a novelist. How can this be accomplished? By having him read a bizarre bigger-than-a-magazine-yet-smaller-than-a-newspaper thing with the words ‘Book Critic’ on it! Of course! Although he’s not actually reading it, he’s just holding it up in front of his face. Which is an appropriate message, because this really isn’t a show for ‘readers’.