I love Jon Ronson's writing, and this would get a 5 star review if it weren't so short for the price.
It would make a good article for the colour supplement in a weekend newspaper (and may well have been conceived as one) -- for which you'd pay £2 or so, and get the rest of the newspaper. It would fit well in a £5 glossy magazine like Vanity Fair or GQ - and again you'd get lots more content for the price.
It would make a good chapter in a book containing, say, 20 such chapters -- for which you'd pay perhaps £10. Indeed, I wouldn't be surprised if it later appeared in such a volume.
Be warned -- your Kindle tells you're 60% through, but you're not. You've finished. What remains is a free excerpt from Ronson's recent "The Psychopath Test". A terrific read, but one that I'd already enjoyed elsewhere.
I'm new to the Kindle. It's a little disappointing that the Kindle Store contains no useful indication of the length of a book (file size, since it includes pictures, is not useful), so you don't have much idea of what you're paying for. Indeed, nothing in the Kindle experience provides me a metric to tell you how long it is, except 643 "locations" (1055 including the Psychopath Test excerpt).
Still, to reiterate, a really entertaining read.