Why is it so difficult to find good modern literature?

There's always been loads of 'trash' books around - it's just that only the good ones are remembered. There are plenty of truly excellent modern writers around, they're just sometimes difficult to find. I find Iain Banks books incredibly interesting, especially 'The Bridge'. Or Christopher Brookmyre write satirical detective/thriller style books which are perhaps not 'literary' but are well-written and engaging. Philip Pullman is another talented writer - 'The Good Man Jesus and That Scoundrel Christ' is one of the best books I've read in a long time, and it's so short and simple.