This is a masterpiece on what is something so inherent to our nature that it almost hurts to see it exposed. The correctness of Professor Frankfurt's philosophical analysis on a subject that we tend to find trivial spins off in wonderfully clever, humorous and life changing messages that I gobbled up in 70 minutes! Once you start reading it is impossible to put the book down or you lose the constantly changing nuances in his train of thought. And he leaves the best to the very last sentence... Bravo! It has opened my appetite to find more analysis on the application of his philosophy. What a playground this theme could create for someone undertaking theses in philosophy and in communication and media!