I really enjoyed this book and found it a pleasure to read (albeit you do need to concentrate in parts). The concept that there is no "self" is a pretty hard one to get your head around, although it certainly makes sense to me - and even more so given the evidence that Bruce Hood outlines.
The reason I haven't given the book 5 stars is that I would like to have seen a section/chapter that explores what the concept of "no self" means for the way that we live our lives. That is to say, the fact that we have no consistent personality and are not much more than our brains, which in turn is a collection of (changing) memories, must be a very valuable piece of information when it comes to informing the way we live our lives. The other small criticism I had of the book is that the version I read (the Kindle version) had quite a number of typos which makes me wonder whether the book had been rather rushed into publication.
However, overall, I would strongly recommend this book. It has proved, to me, to be a great introduction to the otherwise illusive and mystical concept of there being "no self".