How it ever became successful is beyond me, they had an entire chapter based on either a pillow or a ceiling, I can't remember which one.
Madness string 95359
I try to expect it's much more serious then the extent people talk about something, because in my experience what people do say is the tip of the iceberg. People can be so shocked like there were no signs, but they were there all along, people just didn't take them seriously enough.