I have an absolute horror of self-help books, so picked this up from my father-in-law in the Philippines last New Year to read on the plane with zero enthusiasm. However, it is rather good. Cialdini is nicely self-deprecating and he certainly does not aim along the "Read this book and you'll feel great and have lots of girls" line. At times, he almost seems a little incredulous as to what he is saying and almost shrugs off some of his conclusions with a "you may not believe this - and I had a hard time too - but it seems to be kind of accurate". And there are some rather uncomfortable home truths in much of what he says. He keeps it all pretty light-hearted, and the impression I had was that this was something of a side-show for him (though that probably is not the case). Layout is very 'self-help' but Cialdini is not too florid. Worth a look.