I just had breakfast with Rick Smolan who does the most beautiful photo books (he did the Day In The Life series). This is an incredible book because the whole thing is custom printed on HP's Indigo printers. What does that enable? Well your own pictures and name gets put into the book. It is very cool and makes a great gift for Obama fans. The photography is incredible too. Check it out at: http://www.theobamatimecapsule.com - Robert Scoble

There are nine places in the book that are custom just to you. - Robert Scoble

A beautiful-looking product, just the tip of the iceberg for the capabilities of custom books. We're just at the dawn of new era in custom print. - John Blossom

9 places? Doesn't sound like much -- we created a 80 page book at http://www.shutterfly.com/ for my parents 60th anniversary - every page was custom. - Brian Sullivan

my wife did a total custom project with Creative Memories http://www.creativememories.com/Landing... Kewl stuff - Reed Stockman

Barely scratches the surface with what you can do with the indigo (and other digi printers??) my printer gave me a demo last time I as in the print shop. As John B says it's a new era, in time all books will be custom printed and probably JTI for delivery. On the flipside its great to see what people are doing with the old Letterpress's - Yant

Brian: yeah, but this is a book created by other people, not a one-off book. - Robert Scoble

That's to the point, Robert, mass personalization can make any produced book a personal book, with content, design or any combination thereof. Mass uniqueness = much better margins. - John Blossom

Robert -- I am not sure I understand the distinction "created by other people" - why is that significant? "not a one off book" -- it is a one off book is it not - there is only one of them? I could create a book that only changed in 9 places in the 80's -- I ordered a kid's book where my kid's name was included in the book a few places (I don't really remember but I am sure at least 9 or so places). I am trying to suss out why this is such a breakthrough. - Brian Sullivan

Brian: because your name and photos are used in the book itself. I've never seen a large print run book that's customized that way. - Robert Scoble

What does this book cost? Never mind - I see $34.95 on Amazon - Brian Sullivan