Any debut novel is usually a case of spitting into the wind - or, just maybe, casting your bread upon the waters. Without an established audience in place, first-time authors have to hope for resonant word of mouth and a receptive reviewer or three.
Of the birth of subgenres, there is no end. They arise like bubbles full of miraculous hopes and potentials from the Planckian foam of the canon, inspiring writers new and established alike.