So Yesterday is all about the social pyrmiad, and the 'cool factor'.
In So Yesterday, Hunter, a cool finder and Jen, an Inovater, stumble onto a campaign by the anti-client created to confuse and overwhelem the kids who usually consume the products.
This whole book challenges you to think about why you really need to buy a new pair of Nike's or a new pair of Lucky Jeans. It makes you look at the whole cool pyramid concept and where you stand.
Check it out Its an awesome book. Really not your everday read.