This book is basically saying that traditional advertising is a crap shoot (which it is) and that we need smarter, better, more measurable ways to market products and services. Rather than spending millions in interruption marketing, you can create word of mouth through a calculated few steps.
He's totally right and it's been done very successfully before - as he points out. However, investors, the market and most CEOs aren't ready to consent to trading in the traditional ad plan for a calculated risk of just introducing your product to 100 carefully picked consumers.
On the other hand, if you are in a company that appreciates risk and is willing to commit to this, it could make you far more profitable than the traditional ad campaigns could ever do.
Overall, a great book. Even if you don't implement the ideas, it could be used to enhance your more traditional marketing.