1. It's written from an advertising perspective, not a doctor, actor or talk-show host perspective. He uses parallels from Mini Cooper or Ikea to get his point across. i.e. Why on earth did IKEAS's serving platters sell so well in the US? Because Americans thought they were plates... And their flower vases? Apparently we thought they were just perfect for drinking out of. Go Team U.S.A.
2. Considering CP&B does all the advertisements for Burger King, the irony is entertaining. It's kind of like hearing from a Tobacco Executive how bad cigarettes are for you. But, respect nonetheless. This wasn't a ploy for advertising, but an honest (and true) book.
3. Without saying it, it's a 'diet' book for guys. You don't have to feel guilty reading it. The only other 'diet' book I can imagine with this same affect was Atkins; 'Eat all the meat you want'. Very guy friendly.
4. It's funny and there are swear words in it. Just funny to read a diet book that swears.
5. Design-Friendly. Lots of photos, sketches & overall design elements that make it a quick read and an interesting one. About the time I got tired of hearing his one point (again), funny pictures appear. Top notch.
6. Simple. One concept. Delivered concisely and well. Get rid of your big plates and use 9-inch plates.
7. Easy action step. Instead of rushing to the store or throwing out all of my left over christmas cookies, I had a very simple action step. Put big plates where I can't see them. Put small 9-inch plates where I can see them. However, I do recommend Alex's other idea of using big plates for skeet-shooting. 'The dishes are done, man.'
8. Am I a moron for buying this? Yes. the premise is simple. However, I want to support this book because this is EXACTLY my problem with eating. I eat pretty well, just always too much.
9. Can't think of number 9 yet, but I will later.