As always, Scott Westerfeld made me think deep thoughts about something I really never thought about.

This book gets you thinking about why things are "cool" & who decides it. How companies market "cool". Do they over market"cool" until it simply isn't cool anymore?

The main characters were enjoyable to read about. I enjoyed the uniqueness of this story.

Often, when I'm reading, stories hit predictable plotline arcs or seem to be trying to "teach" a predictable moral.
I enjoy reading something I can't predict.
And on top of those positives, he left me with some parting thoughts to ponder on commercialism.
Very cool.

I liked the world that Westerfeld creates in So Yesterday, young hipsters in Manhattan on the lookout for the Next Big Thing, and I got a kick out of how he interwove epidemiology into the novel, but I didn't very much care for the plot.

The mystery that propels So Yesterday was convoluted, and I can't quite wrap my head around why Jen and Hunter meet by chance and end up spending an entire weekend together on a wild goose chase.

I really like his literary voice as well as the worlds that Scott Westerfeld creates in his books; I just wish this book had a stronger storyline.

If you are into the whole consumerism discussion you might like this book more than i did, but in general it seemed pretty shallow without really anything significant happening.

Weird. Brand-name driven, and that was the point, I know, but too much fake ness to it for me.

Very good book. Probably my favorite Scott Westerfeld book. I picked it up on a whim because of the font. Get to the end of this book and read the note and you will see why I'm emphasizing this. It's a little bit meta-. As with all of Scott Westerfeld's books about teenagers, this book was oddly sexless, but this book didn't feel as neutered as some of his other books. As with many of his other books, this story is broader than it is deep, but when the plot is believable, I find that I don't mind as much. But these are minor criticisms, considering that Scott Westerfeld's books don't pretend to high literary qualities. You know what you're getting when you read them, and that is well plotted books with good stories.

Hunter is a trendsetter, despite being only 17 years old. He participates in retail surveys, deciding what is "cool" and what is "not cool." When he stumbles on something that is way above his pay grade (normally he is paid in shoes), he finds himself entangled in a complicated web of consumerism... or so he thinks.

When you read this book, you enter the world of innovators, anti-clients, and cool shoes... It's certainly different in terms of YA literature-- which certainly makes this refreshing. At times, it's a little silly and unrealistic, but it was fascinating to read about how some trends started and how our minds tend to work in terms of fashion and trends. I agree with most other readers that this was "okay." Nothing special..underdeveloped characters...lots of supposed, silly cliffhangers.. but something really different.

Fun and entertaining! Westerfeld writes great dialogue and has some really interesting ideas about fame, fashion, and advertising. His little historical asides are interesting, but a little out of place here.

it is like the teenage version of Bellwether (by Connie Willis) only with sneakers instead of sheep.

(if you haven't read Bellwether, or even if you have, what i mean by that it is that things that i love about Bellwether-- how funny it, how full of details that the author who obviously loves research couldn't help but include, how when i finished it i simutaneously wanted to read it again and go tell all my friends who loves books that they should be read it--are how i felt about So Yesterday. So it is a compliment, though maybe rather obtuse.)

This book was fun! I hardly ever read books that take place in the modern world with no magic, etc. I chose this one because it was by Westerfeld. It didn't disappoint. Basically this is a mystery story where the main character is a cool hunter. Basically a teenager paid hunt down new "cool" innovations to be turned into tomorrows commercial products and to do focus groups on ads, etc. It gave you lots to think about as far as what is cool, how it is spread around, how something becomes uncool and why some people are so obsessed with obtaining it. The book all takes place in Manhattan, not surprisingly.

Well written and insightful, but just not my type of book, mostly because I don't really relate to the characters.