Just the thought that there could be a set number of "laws", or that those laws are "immutable" is pathetic. The husband and wife team does a wonderful job of making it sound like they have discovered these fundamental truths about branding and the Internet. Any in-depth examination of these over simplified and sometimes-bizarre rules leave you only with an empty sense of their cleverness and no clearer idea on how to approach the challenges of branding. If you thought that you knew nothing about branding, and want some reassurance that there are people out there writing books who know even less, than definitely buy this book. Especially if you want help to try and take advantage of the clueless nature of many naive dot-coms who are susceptible to such mumbo jumbo.