It's the Hay Festival, and all sorts of interesting people are coming into town - and buying books.
One lady bought a stack of Star Trek novels, because she's about to do an MA on Shakespeare and Star Trek. The links go right back to the original series, with the episode The Conscience of the King. The plot was loosely based on Hamlet, and the play within the play which was intended to uncover King Claudius' guilt. In the case of the Star Trek episode, it was the leader of the players who was the guilty party, being the dictator of a planet who had disappeared after a genocidal reign twenty years before.
Jean-Luc Picard, of course, was always quoting Shakespeare - and I seem to remember a scene where Data was enacting a scene from Henry V with him.
So there's plenty of material to deal with for an MA.