Many readers do enjoy reading what's unfamiliar to them. That's why genres like fantasy and science fiction are so popular - because the reader gets to experience something they wouldn't otherwise experience. With Amish romance, readers get to take a journey to a life they're unfamiliar with, without the constraints of modern technology to get in the way of human relationships.
The genre has proven lucrative for publishers, many of which are Christian publishers, such as Bethany House, Thomas Nelson, and Zondervan. The first commercially successful Amish romance novel, according to writer Valerie Weaver-Zercher, was Beverly Lewis' The Shunning, published in 1997 by Bethany House. In addition, over 150 Amish fiction e-books were self-published between 2010 and 2013. The three most successful authors of Amish romance—Beverly Lewis, Cindy Woodsmall, and Wanda Brunstetter—have sold over 24 million books.