Short, straightforward, commonsensical. I didn't think there was anything especially new or thought-provoking about it, but then again I follow quite a few of these rules already (e.g. only shopping the edge of the supermarket, eating colors, avoiding HFCS, stuff like that). There's some unexamined privilege here (rules like "cook", "shop at farmer's markets" and "spend more on food"), but hey, Pollan is attempting to tackle personal changes, not systemic ones.
I wouldn't spend money on this book, since it's tiny and mostly a predictable expansion of "Eat food, not too much, mostly plants." But hey, you can read it in like half an hour so there's not much to lose, and maybe you'll pick up a couple new mnemonics for healthy eating.