In this issue:
"The Book on Barack", by Hendrik Hertzberg: Reading into the White House.
THE WORLD OF BUSINESS
"Famous Names", by John Colapinto: The science of branding.
A REPORTER AT LARGE
"House Perfect", by Lauren Collins: Living in an IKEA world.
"The House on Sand Creek", by Thomas McGuane.
THE CURRENT CINEMA
"Playing the Numbers", by David Denby: Reviews of Moneyball and 50/50.
(P) and ©2011 The New Yorker