Math is everywhere and anything can be counted, including us and our behaviors. In fact, whether we realize it or not, our actions and behaviors are being counted right now at this minute by mostly unknown and unseen Numerati. The Numerati are the math geniuses of today, creating algorithms and writing computer code that can place each one of us into buckets of data. These buckets are inhabited by people that are grouped together for one reason or another - who we communicate with, grocery purchases, voting patterns, and the list goes on and on.Being counted is nothing new, but the scale on which are now being counted is phenomenal. So much data is collected on each of us constantly; in order to make sense of this data, mathematical formulas and computer algorithms are needed to siphon out which parts go together and which ones don't. Of course, most attempts at predicting and altering human behavior have shortcomings and miscalculations, but not enough to stop hundreds of companies from researching and tweaking us as numbers.I found the blogger chapter the most intriguing. Baker discusses techniques that companies are using to find out who we, as bloggers, are. In order to do this, real live people must read blog upon blog to analyze words used, sentence structure, and topics discussed to determine our age, gender, and affiliations. Then, they input all of these semantic clues into a computer program and test it to see if the computer's diagnosis corresponds to the human's. They then re-figure, re-write, and re-test until the program gets it right or close enough. Inevitably, it takes numerous trials before they have a working product. So why do companies want to find out who these bloggers are? The simple answer: marketing and consumer insights. It may not be the most precise method, but analyzing blogs provides one of the most immediate techniques to find out what people are saying about a product or service.This book was fascinating from start to finish. While Baker's main point is in the myriad ways that a new class of math geniuses is using technology to figure us out, he writes from a business perspective. Who are these companies that count us and why are they counting? If the numbers are so imprecise many times, why bother? With all of this number crunching becoming evermore prevalent and important to marketers, political candidates, national security, doctors, and even match-makers, what will I, as a non-Numerati, do in the world to come? I take solace in Baker's final thoughts:"Spending all this time among the Numerati, I've found myself wondering what jobs the rest of the world will handle in an economy dominated by calculations. Now it occurs to me: it's up to us to help them find the keys. The mathematicians and computer scientists create magic but only if their formulas contain real, meaningful information from the physical world we inhabit. That's the way it's always been, and even as they mine truckloads of data, it's a team effort." Let's hope he's right, and let's also hope we are prepared to educate America to be the next generation of Numerati because we're going to need them.