As a DM running a long-lasting FR campaign ( and as a huge FR fan) I'll throw my 2 cents into the bag.
Berandor: That people might actually think of going into business selling food is a droll idea to you? I mean, really, who
doesn't have taverns, inns, and other eateries in their campaign? The idea is to emphasize the fact that Cormyr is one of the few truly civilized/tamed lands of the Realms, where such luxuries can actually be found (well, until the dragon that is). As far as Aurora's, I feel the opposite - the catalogue mimicing a 1920's Sears&Roebuck mail order is jarring to the setting, especially the peddling descriptions found within. However, the concept of a magic shipping company, given Faerun's focus on mercantile industry, is logical, not whimsical. The setting actually embraces the high magic that is inherent to D&D ... the concept of an Intelligence 18+ Wizard with the capability of teleporting objects NOT embarking on such an entreprenuership (sp?) boggles me.
Concerning Books: The reading of FR books by my players doesn't bother me in the least, in fact, I like seeing my friends enjoying the setting as much as I do. The Realms is a really big place, and there are only so many heroes presented in the fiction. Avoiding them and their plot lines doesn't seem all that improbable if that's the road you would want to take - I'd rather involve my campaign with their struggles. My current campaign involves the return of the Shadovar using lots of material from the books concerning the event as source material. Two of my friends have read the first books of the series, and they instantly recognized what that shadowy, non-undead (double negative

) observing them during a pitched battle was. It was a reward of sorts, and deepens the campaign by tying the fiction to the game table.
The Realms peaks my interest through the mix of prevalent magic, dynamic societies lacking in over-reaching stable empires/governments (yawn), sprawling history, and overwhelming feeling of the good guys barely holding on to the ledge in their efforts to protect society.
My name's Matt, and I'm addicted to the Forgotten Realms.
PS I dislike Drizzt more than Bane, Cyric, and Shar combined. He's like Superman only worse - we're supposed to feel sorry for him.