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Not quite what I was expecting from the title. I thought this book would concentrate on how language is used to manipulate people, and while there is an undercurrent of that, the main focus of the book is more on how groups such as religions and governments - referred to throughout the text (with historical context) as 'snakes' or 'dragons' - eradicate individualism through indoctrination and the creation of false 'gods' to follow. An interesting and thought provoking conspiratorial interpretation of theological and political history, but not exactly what I was looking for.