This is not an easy book to rate, given that it's partially a guide to understanding data visualization and partially an enthralling coffee-table-esque tome (that still needed to be carried to and from coffee shops so I could read it).
Lima writes in an engaging manner and his work in explicating what visualizations should do and are good for is well done. I could almost wish for a bit more text, actually, some of his thoughts and interpretations of the many visualizations within. Seeing him "read" them would have made a very good primer to data visualization even better.