I've been on a major nonfiction kick since xmas and, until this book, it was pretty disappointing. Freakanomics: enjoyable, but no new insights. The Tipping Point: ditto. Great writing, but I hardly see the partyline novel genius.
Schwartz's book doesn't seem to pop up on any of the "best of" decade sort of book, but easily eclipses the two afore-mentioned works. It's to-the-point, avoids redundancy, interesting in both lay and academic ways, and genuinely may affect the way you approach decision-making.
Top-notch. Read it.