A fairly interesting talk about the process of book design. "What does a story look like?" Seems like a question a writer should ask at some point, if only for reasons of practicality.
There's a clear agenda here. He does that thing publishers are doing where they're sort of accepting the digital economy with one hand, while doing everything they can with the other to prevent the decline of their existing business models.
Curiously, if there was an abstract 'Book Sleeve' that required a corporeal form, it would probably look a lot like Chip Kidd.