I don't consider good literary fiction to be opaque. I've liked some NBA winners and detested others, but I don't rush out to read award-winning books of any kind, and I don't rank opacity as a literary virtue.
I can't read Faulkner, and I find Hemingway's novels boring and pompous, but both authors are poor examples in the hackwork vs. literary argument. For one thing, they sold very well (and continue to); for another, these guys were Nobelists, which puts them in a different category from the author who lands an NBA for reasons nobody can figure out.
Besides, though an NBA doesn't necessarily guarantee bestsellerdom, it generally helps sales a great deal; the prize money would be nice; and it sure would make a nice addition to any query letter I've written. Hell, I'll take the NBA and have it both ways.