I bought the very first edition, just to be disappointed. There's nothing in the book as good as the Gervais principle. The blog is superior. The book is a coffee-table theory of of everything, (or everything about the mind). A bit like what Wolffram did, but poorer. He's well read, but still manages to cite things wrong, partially, or not at all. It feels like Gladwell, with more ambition, and less respect for the audience.