I LOVE THIS BOOK. Sorry for the caps, but I swear it was necessary. This is an amazing beginner's book on sneaky tricks to keep your users coming back. Having already read Nir Eyal's 'Hooked' I saw a few parallels, but 'Evil by Design' is more example-driven than model-driven. Chock full of practical advice, I cannot stress enough that this book is well worth the hefty price tag, and hefty weight. Do not buy a digital version, you will regret not having access to the glossy picture examples.