The arrogance is deep: The book repeats "this is true...you have no choice...this is you" and such, but that isn't true at all! The studies, assuming they're trustworthy, prove things about people in general, and the conclusions are useful if you're a public speaker or work in marketing. But what's dangerous is the suggestion that these things are true in the small, true for the individual. That's why the conclusions are less interesting, less useful than the author suggests. But it's written like typical popular science, with each chapter ending with pithy application of the knowledge, usually presented in the small (usage examples such as "I did X because of the availibility heuristic").
I checked out a copy based on Alan Kay's recommendation and returned it after getting about half-way through, realizing it was typical pop-science sophistry.
I checked out a copy based on Alan Kay's recommendation and returned it after getting about half-way through, realizing it was typical pop-science sophistry.