Book jacket says "part marketing primer, part work of cultural anthropology, Buying In reveals why now, more than ever, we are what we buy -- and vice versa." I was intrigued at times, and felt on the edge of a revelation, but it never quite got there. I guess Walker's main point is that the consumer today embraces brands and makes them their own (hip-hop culture adopting Timberland boots, the Portland young people adopting Pabst Blue Ribbon beer). There really isn't more of a pronouncement than that. He talks about murketing and blurring the line between the individual and the commercial, but I guess it's as much as a discussion and an observation, rather than a conclusion.