Not another one?!

Because of some comments on Sancho's latest post I was forced, against my will, to buy yet another chess book. This one is called The Art of the Checkmate, which should compliment my other recent purchase, The Art of the Attack. Strangely they were written by different authors. Which brings me to a curious observation. Chess books tend to use the same words for their titles. Is it possible that chess players/authors aren't the creative types? Or is it that the people that read chess books need to see uncreative titles? The world may never know.....