There are big books that you buy for people you don't completely care about -- gift books, coffee table books. And then there are books like Mountain, books that cost you something to look through, books that repay the effort.
"Who can be troubled to read financials? I have to admit, I didn't until this whole thing broke open. Basically, people are saying, 'Don't trouble me with facts and numbers, I like Greg, and I like the story.'"