Tibor Kalman might just be qualified to have his face on Apple's new "Think Different" campaign. Without a doubt he does the unexpected at the risk of little or no practicality. I think the novelty of this book rests behind the humorous selection of photography to convey a simple message. This book isn't reading enjoyment, it's visual enjoyment. You'll find your mind filling in the blanks to "get" the joke. It's a great book to see but not to read.