I've read mattt's previous two books 'e' and 'e for christmas' (I think ?). The first two were originally formatted and funny. This book is my favourite. I've been reading it on the Tube and laughing out loud. The characters are very well developed, and the plot smacks of an advertising crative with too much time on his hands ! If, as he says, all creatives have a novel they are working on, I wish more of them would publish ! Fantastic book that I can't recommend highly enough.