Well there are dragons and they are, according to GRRM himself, going to kick some serious arse later on. I imagine that HBO accompanied the press release with a description of the books, or maybe he just googled the name and saw that the next book will be
A Dance with Dragons 
This could have knock-on effects for the rest of the genre. I can imagine someone at ABC or NBC thinking, "We need a piece of this action," and finding a script in their in-tray called
Chain of Dogs...
