What I always loved was missing one of Gaiman's references (not many, sez me all haughty) and then picking them up from another source. Oh! That was was in a book/ comic/ short story! THAT was what it meant!
The great thing with NG is you don't have to know all his references to "get" the narrative. It just adds depth if you do. And it's not a closed society - he often explains his sources.
I read up on Anansi after Small Gods. I had not known him before but he was a welcome addition to my pantheon. I knew next to nothing about Native American Gods either. At the very least I've read up on Old Man Kiy-ote and Whisky Jack [not his real name] now.
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