Almost a third of it, sixty-eight pages, is a methodological appendix, which should give the general reader a clue to what to expect.

NEWYORKER: Live and Learn

Indeed, the two have already written a book for the general reader outlining their model, Endless Universe, which includes the notion that the universe is the product of a collision between multi-dimensional membranes.

FORBES: While Physicists Celebrate Higgs, Cosmologists Fret About The Big Bang Model

Neither, as a rule, serves the general reader very well.

ECONOMIST: Sense, nonsense and the global economy

The general reader might welcome a little more discussion of what individual practitioners bring to the party.

ECONOMIST: The future after Margaret Thatcher and George Bush

The trick is to provide the most basic information about life (for example, a solemn page on the correct use of lavatory paper: how to hang it and, worse, how to use it) in a format that looks amusing and stimulating for the general reader.

ECONOMIST: Christmas tips

The book reviews the new theory carefully and in language accessible to the general reader, and then subjects it to a detailed empirical examination.

ECONOMIST: Economics Focus: Lock and key | The

"We're taking two big steps forward today: announcing GoPayment in Canada, and releasing a new and improved card reader, " said Chris Hylen, vice president and general manager of Intuit's Payment Solutions division.

ENGADGET: Intuit GoPayment's got a brand new card reader for its trip to Canada (Update: hands-on pictures!)