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In this stretched out and longish essay, Scott Galloway, a university professor who has himself dabbled in business, takes on what he calls the four Horsemen of the Apocalypse: Amazon, Google, Apple and Facebook.
His style is akin to fireworks with a multitude of strong assertions and striking statistics. Among other things, he has an outlandish fascination with cap value and refers to it again and again, as if the stock market were a dependable indicator of long term trends in economics. Who really cares what firm first reaches the trillion-dollar level?
Consequently, the book’s overall presentation is disorganized, with no consistent train of thought. This is compounded by the fact that the last chapters deal at length with career advice to young business professionals, that has nothing to do with the book’s proclaimed topic.
Professor Galloway is excessively personal and comes out as being overly proud of his present status as guest speaker in multiple events across the world. He spends much time describing elements that have little to do with the book’s topic, for instance his strange endeavour to take over and hollow out the New York Times, among other things by selling its Manhattan headquarters.
Overall, there is no reason to recommend to anyone to invest time and money in this overblown work.