Very good, but not great,
This review is from: PopCo (Paperback)
This is the third book I have read by Scarlett Thomas and, in my opinion, it's the second best. The others were `Bright Young Things' (great idea but not executed quite as well as it could have been) and `The End of Mr Y' (which is, quite simply, brilliant).
PopCo is more similar to `The End of Mr Y', but the main reason it doesn't reach the high standard of that novel is the lack of a driving plot. Both novels contain lots of big ideas (this focuses on codes, maths, homeopathy and ruthless capitalism as opposed to the science of `Mr Y') but whereas `Mr Y' was essentially a thriller and had the main protagonist trying to escape the clutches of evil men, this is lacking from PopCo. As such, the characters tend to sit around and talk a lot, without actually doing much. That said, it is very well written and extremely enjoyable - like a fictional version of Naomi Klein's `No Logo'.
One thing I would say is, as much as I like Thomas' writing, I don't think I could read her books consecutively - one every year or so is enough, as they are very similar in nature. In conclusion - definitely worth a read, but don't expect the heights of `Mr Y'.