I'd been wanting to write a post like this since the Writer's Voice Contest, because many peeps asked me why I didn't pick their entries. Sometimes I'd answer, it's a matter of tastes (because, really, in many cases, it wasn't about the writing, just about my taste). But these writers wouldn't believe me--they would say things like, "Oh, but I want to know why my entry sucked." (Even though I thought their entries didn't suck at all!)
So, to make my point, I wanted to ask you: have you ever read published book that you didn't like? That if you were an agent, you wouldn't have represented? And if you were an editor you wouldn't have bought? I'm sure you have, right?
Well, I have. In fact, I'm actually reading one. And it even was a book that was sold at action! But I couldn't connect with the characters because they were interested in things that didn't interest me. And I didn't connect with the writing, either (it used many adjectives for my taste). And I also thought it could have used more world building.
So, my point is: those form rejections that we've all seen more than once are actually true. This business is subjective and many things are a matter of tastes. (Sure, sometimes it is about the writing, too, and that's why we always need to revise and hone our skills, but this post was intended for the people who have already polished their MS and are still getting rejections.)
So, if you know you've done your best and you're still getting rejections, just keep going! Don't give up!!