The Long Tail's maths begin to crumble | The Register

The Long Tail's maths begin to crumble | The Register

There's a knack to getting the buzzword book formula right. The idea can't be false - but it shouldn't be falsifiable either. The idea should be simple enough to be explained by the subtitle, but vague enough to suggest applicability to all kinds of different markets - like a bland, all-occasions scent. And it must flatter the reader into thinking they are cleverer, and much more special than they were when they began reading the book.