Right off the bat I'm going to say I have some bias towards this book because I have multiple degrees in biology, and this book is certainly biased toward scientific explanations. So for me this is a mostly a bonus, but for some other folks I would say maybe not so much.
Overall, I think this is an excellent book. It provides very good explanations based on science for many of the things we deal with when bass fishing. I love the fact that it refutes some of the things we hear all the time that are based on wishful thinking or lure manufacturers and not fact. For instance, take the controversy around scents added to baits. There is a slogan by a bait company "It's like a blood trail in the water". Well, the author spends some time with the physics of chemical dispersion in water, and shows that the slowness of chemical dispersion plus the turbulence created by lures and presentation are likely to have the opposite effect, causing a scent field that is not directional to the lure. The author does not discount the use of scents, just points out that it works differently than we imagine or the bait manufacturer wants us to believe.
Another area the author goes after is color. In particular, purples and dark blues (as well as dark reds) are probably perceived as "dark" by bass as opposed to the actual colors we perceive. So a silver Rattle-Trap with a blue back and the same lure with a black back might very likely be equivalent to the bass. Same with purple/grape worms. Black might be just as effective, so why have both colors of lure?
There are many other areas like this in the book, too many to list here.
Pros
The conclusions in the book are based on scientific research, not a fisherman's set of experiences. It's up to you to apply the concepts to your fishing style and enhance your success. There is no silver bullet, but you can improve your odds by applying the concepts, some of which refute popular fishing wisdom.
Cons
Well, I would have to say it delves into the basic biology a little too often. I assume this is for the reader that doesn't have the background, but at times it often seemed obtuse for understanding the topic area.
Overall
Get this book. Keep going back to it. There is a ton of information there, you won't be able to digest it in one sitting.