Supposedly, 90% or more people think that they are smart, and most of the people in the market for his book already read his blog and probably participated on the forum. I thought the book was fantastic. I really enjoyed it.
As to whether or not the "smart people" label has hampered sales, perhaps, but those who do not buy probably aren't ready to hear some of the things Steve has to say anyway. So it's not like he's lost thousands of enlightened potential readers, but those who don't even consider themselves smart in the first place.
Sure, it's not on the NYT Bestseller list, but it has a lasting impact that will allow it to be around for years to come.
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