The detail that completely flipped my perspective in Teryosha was how many classic "folk traditions" were actually invented by marketing people less than a century ago. Aleksey Nikolayevich Tolstoy leaned on old ads, catalogs, and company memos, and the receipts are hilarious, like a greeting card exec bragging about creating a holiday out of thin air. The pacing dragged a bit in the chapter on regional variations, which felt like a list. Solid pick if you love pulling the curtain back on "tradition."