Co-branding!

Just an interesting note in this New York Times article about Freakonomics, which I think I've mentioned to most or all of you. They mention it in the same breath as Guns, Germs And Steel, a book which I know G & C read and enjoyed.

It's no wonder they feel a kinship. The men, along with Jared Diamond, the evolutionary biologist and author of "Guns, Germs, and Steel," share a recognition that people are hungry for books that reveal the hidden processes that underlie everything from the tides of world history to how a 7-Eleven patron decides between Coke and Pepsi.

Might be enough reason to check out Freakonomics too. You can read the full article here (free registration required though)