One recurring paradox captured my attention. Several authors engage in Euro-bashing on several levels, i.e., conceptual frames of reference, research questions, methods, interpretation of results, "cultural imperialism," and so forth. In a book regarding culture, that is fair enough; but one would have liked to see specific examples rather than general condemnations. Incongruously, the same authors present the methods, findings, etc., that they just denigrated. Finally, as the book was coming to a close and a befuddled anti-Europeanism appeared to be a prerequisite for authorship, in chapter 21 Negy boldly proposes an end to such automatic assumptions of ethnocentrism. At once simple and articulate, his brief chapter warrants a read.