After all, the cultivated person's first duty is to be always prepared to rewrite the encyclopaedia. - Umberto Eco

I always assume that a good book is more intelligent than its author. It can say things that the writer isn't aware of.

Not every specific semiotics can claim to be like a natural science. In fact, every specific semiotics is at most a human science, and everybody knows how controversial such a notion still is. However, when cultural anthropology studies the kinship system in a certain society, it works upon a rather stable field of phenomena, can produce a theoretical object, and can make some prediction about the behavior of the members of this society. The same happens with a lexical analysis of the system of terms expressing kinship in the same society.

Usually the recipe for a bestseller is to give people what they want. My challenge is and was: Give them what they do not expect. Be severe with them. The world of media is full of easy answers, wash-and-wear philosophies, instant ecstacies, what-me-worry Epiphanies. Probably readers want a little more.