[Air-L] 'Netnography' a book I am about to read

Has anyone else read this book by Robert V. Kozinets, Netnography: Doing ethnographic research on line, (London, Sage, 2010)? What big or insightful idea/concept/method did you find in it? Peter Timusk at571@ncf.ca ptimusk@sympatico.ca web: www.crystalcomputing.net blogs www.cyborgcitizen.org