Foer shows that just like with anything, memory can be improved with practice and technique. There are some people who take it to an extreme level and compete in the USA Memory Championships and Memory World Cup, which is what Foer jumps into, and does really well. If you like facts, you'll appreciate this book--like who holds the world record for reciting the most digits of pi. My favorite chapters were "The Most Forgetful Man in the World," about an old man who is blissfully ignorant about the fact that he can't make any new memory since a virus ate away years of his memory and the ability to create memory; and "The Little Rain Man in All of Us," about savants.