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Despite the very clinical first chapter, the book goes down easily. It is an even balance between analysis (none of which will surprise the casual fan) and the authors own experience going to the San Diego Comic Con (also nothing that will surprise anyone who's gone to a large Comic Con, San Diego or not). What I found most interesting was the end analysis of the future, even though the physical book version would be vastly superior in lieu of charts missing from the digital form. All and all not a bad read.
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