I originally borrowed this from the library and didn't want to give it back!
I agree that this is not ideal reading for those with an already established blog but it is perfect for those looking to start out in Blogland.
The technical advice is sufficient to get you started without being overly complicated.
The interviews with experienced bloggers are extremely useful (how they started, what they would have done differently etc.)
The photos are great, making this a pleasant read even if you have no plans to blog yourself.
I have been inspired to write my own blog, and did so with the help of this book alone.