It recounts the tale of Boorman's 'Road to Damascus' discovery that he was revolted by the brand-obsessed lifestyle he had cultivated for 20 years.
Rather than just, er, stop it then, Boorman invited the media to watch as he threw all his worldly goods on a bonfire before attempting to live without the logoed accoutrements of modern life.
Boorman, however, attracted a deluge of criticism for his self-indulgent behaviour in the run-up to the bonfire project. So you might think that the book launch would be a low-key kind of event, in keeping with the spirit of the book?
Not a bit of it. Boorman has been pasted across the pages of the press over the past two weeks. At the launch event tonight (Thursday), at the ICA, Boorman will debate his turncoat attitudes to brands with famed brand-lover Peter York and a 'strategist' at ad agency Mother.
Diary hopes Boorman brings his matches and attempts to spark a revolution.