This book is fascinating and I'd recomend it to anyone. Sure the guy is a bit over the top, but compared to all the brandwashing that we've all lived through since birth (or according to his research even in-utero!) maybe he needs to be a bit extreme to make the point. I'd particularly recomend this to parents of young children. My dad was brillent with his anti-marketing parenting style. Buy what you plan to, don't buy imulsively. Don't buy things that are heavilly marketed. Keep your eyes open for your and your kid's buying habits to see where they fall on a marketing spectrum. Okay - you can tell I've got religion here!