As a scientist and researcher, I'v read every book on this subject. This was my first and last book I read from a tall stack. New Technology, like the Neurosync MIME software was developed by learning from all the myths and failures of subliminal messages, self motivation, behavior modification, etc. I'm sure all the scientists and software programers at Fouche Media this book before developing subliminal and entrainment software that actually works. I'd buy this book to anyone interested in behavioral modification or the myths of subliminal messages. Best Buy!