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Stimulating Darwin-Kant mashup.

The author combines evolutionary thinking, quantum physics, philosophy, and more to challenge the assumption that we perceive the world as it is. Through the Interface Theory of Perception, Hoffman redefines our perception as an interface to the world that hides its complexity just like computer icons hide the complexity of their underlying software and hardware. The book is quite a mind-bender, and while there are attempts at making it accessible to a wider audience and even practically applicable in marketing, it is certainly not a book you can casually pick up. That said, if you are itching to go down the rabbit hole after reading about Hoffman's theory, strap in and enjoy the ride.

I loved having my assumptions challenged although the book often left me wanting more; some ideas could have been developed further, and several assumptions were left unchallenged. While the book could use a couple more editorial passes, I found the proposed theory well presented and I'm looking forward to seeing it further developed and studied, especially in the context of consciousness.