The book is written in a light, conversational manner that makes it a quick, easy read. However, it excludes an enormous amount of detail about Underhills research. The book makes references to his research over the years, but does it at such a high level that it is difficult to fully buy into his argument. I want to believe what he says, but he just doesnt provide the necessary level of detail.

He also seems to draw conclusions that just cant be made (based on the information he presents). For example, he will relate a story of how a particular rack was being used in a store and then say "obviously it should have been placed like this.. and after the store took my recommendation the items on the rack sold much better...". He doesnt account for other factors that could have caused better performance -- such as seasonal effects, etc. One could assume he controlled for all of these things, but it isnt stated in his discussion.

Also, he tends to go on rants about the way stores should be and offers all kinds of suggestions about his view of the world. Great.. amusing at first, but they get a little tiring.

Finally, I dont agree with his assessment of online shopping (note, I am biased on this one). He takes his observations about shopping and applies them to the online environment when it isnt clear this is a reasonable thing to do. Some of his points are good, but in general they are very near sighted.