The authors write different genres. Jacobsen is from what I call the traurig tradition where the main character is run down and the story depressing, predominant in Norwegian literary fiction (probably caused by too many dark winters and too much aquavit), Reese Brennan writes paranormal YA fiction, and Stross writes near future sci-fi (he writes other stuff too, of course, but this is a snippet from his new book Rule 34). What they all have in common, however, is that they provide their readers with bonus material and interesting previews. This both makes old readers (like me) come back, and helps new readers find their stuff. As a marketing campaign, it’s bloody brilliant.
Check them out!
Also, why don’t you recommend me some other writers who do the same? I’d love to sample.