The authors explain their hypothesis that people tend to treat computers, television and new media like they would human beings, and that people react to media-based presentations as if they were real-life situations -- even when people consciously realize this is not the case. It's a really interesting premise and the authors do an excellent job explaining their ideas. The only reason I didn't give this work 5 stars is that the authors do not provide enough data on the results of their experiments. They frequently mention "significant" results, but they do not offer the results themselves for the reader to decide just how significant those results may be. This book is clearly written for a large audience, most of whom probably prefer to have the authors offer an interpretation without padding the work with lots of charts and tables. I would have liked a footnote or two with the actual experiment data, but regardless it's an excellent and intriguing read. I would highly recommend this book to anyone interested in interface design or media studies.