I ought to explain why something that some would see as a business book is turning up on a science site. Like a number of “crossover” titles (take Gladwell’s Tipping Point for instance), this is a book on the application of science to a business topic – in this case the science is a combination of economics and statistics, while the topic is the way we buy and sell things. Like all the best such books, the style is fluent, readable and packed with people and real examples (though it’s rather sad for a book on a subject where the global market is such an important component, that Chris Anderson takes such a parochial, almost purely US approach). The message, like all the best big ideas, is very simple. Until very recently our whole approach to business has been to aim for the small number of big sellers and really push them. In fact we’ve seen a strong trend in that direction. It used to be you bought books in a bookstore with thousands of different titles. Now you a...