It goes into the more general evolutionary psychology behind why anyone buys anything. I particularly enjoyed his early anecdote about what early humans would think if you tried to explain to them our concepts of 'money' and 'shopping'.
*Caveat: I haven't read many other books about consumer behavior, so I can't say how good this is relatively speaking.
...Yeah. It's way too easy to get caught up in a cycle of more and more books.