Burn Rate, Michael Wolff's tell-all book about the birth of the Internet business, was a clever read which used the then-nascent medium to best effect. The Web-startup founder posted the index of his book online, driving all the Web insiders to his site to see if they were mentioned — and then to the bookstore to see exactly how. Which makes me surprised to see how clueless he is about Facebook. A tipster points out that his profile reads like an ad for his new book on Rupert Murdoch — but you have to be one of his 438 friends to see it. Which sounds like a good predictor of his book sales.

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