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First, what makes an author "great"?
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That is very different for everyone, kind of like, what toppings make the perfect pizza. Everyone has different tastes and classifies thier favorite authors as great. I enjoy JK Rowling. I think she is a great author. I also enjoy HP Lovecraft, wildly different, but also great. Toni Morrison has a way with words that just move me - she really is great....The list goes on.
I don't think most readers class themselves by one type of book, whether just entertaining, or deeply meaningful. We all sometimes read fluff, which if it strikes you right, can make the author great.
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Second: Is our trend towards instant gratification moving towards book as well?
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There is nothing wrong with instant gratification. People seem to want to believe light or simple books are bad, and to really call yourself a book lover, you have to study the art of the written word. Come on - if it feels good, read it. I read Shakespeare, I read Austen, I read Patterson and Deavers. It's all good. Does this mean I am moving towards becoming what is percieved as a lazy reader? Frankly, perceptions don't bother me because I read what I enjoy and will always do so.
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d: Are we moving away from writing in which the writing itself is as important as the plot?
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I don't think so. Simple writing is easier and therefore quicker to turnout. There are just more books out there than ever before due to there being more people in general. I bet the %s are near the same as they've always been, but that's the kind of thing that may be difficult to get an actual number on.