Rudder is one of the founders of the online dating site OK Cupid, and for years had a blog where he'd take the MASSIVE amount of data people using his free site provided him and did some really interesting statistical analysis of the people who were on the site, what made people successful, what people preferred in a potential partner, and everything about the online dating world. So I was very excited to read this book which takes that approach to looking at the collection of large, publicly available data sets that people put about themselves online (knowingly or not) and looks at who we are as a culture in aggregate. He is very clear that none of his analysis is meant to represent singular people, but rather on a zoomed out level he is able to show how the breadth of humanity acts when they don't necessarily know people are listening. For anyone interested in the intersection of BIG data and sociology, I'd say this is a must read. You'll come away with a clear appreciation for why companies, governments, and even malicious people are so interested in what we're all doing online.