There's a big difference between essential insight and an obvious restatement of the status quo. This book is definitely in the first category!
A critic writes, "It's interesting to me that all these marketers are swearing this is the new Holy Bible of the Church of Marketing, yet I doubt more than 10% of those readers have put any of Mr. Godin's observations into practical use. God knows, everywhere I go, I have to OPT OUT of marketing campaigns instead of OPTING IN."
But of course, if only 10% of the sites he visits gets it, IT'S MORE IMPORTANT THAN EVER that they read the book to understand WHY it's worth doing it right.
If you haven't read this book, do so. It will change the way you think about how you are marketed to, and what you ought to do to help your company grow.