Title: Self Centered and Disappointing
Product review: I read Apex Hides the Hurt after hearing part of an interview with the author on NPR. Perhaps if I'd heard the entire interview I would have known better. The field of nomenclaure consultancy sounds intriguing and a good premise to explore how we are influenced by names of products and places. However, the protagonist is an un-named and un-likeable character. His musings do not lead to any enlightening insights, even though the author may think they do. This book's writing is very contrived. I consider this book self-centered and disappointing.
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