It covers a lot of pop culture stuff, which keeps it a fun read, but the concepts he uses them to illustrate are really fascinating- How does writing fan fiction connect writers from different backgrounds and encourage a communal approach to editing and fair use copyright laws? How do fan forums devoted to figuring out a TV show build group-based knowledge instead of individual-based knowledge? How should companies try to control or feed off of the interest people have in their content? How will the internet change the world? etc. etc.