But its reach seriously exceeds its grasp. The book makes all kinds of bizarre claims. For example:
> the predominant implicit metaphor behind "argument" is battle/war/conflict, we intuit that there must be a "winner" and that we must "defeat" the "opponent" and other nasty implications
The reason we use war as a metaphor for argument is because wars and arguments are similar in an important way. They are methods of producing a decision when there is disagreement. That is: "war is the continuation of politics by other means". In the book, Lakoff makes the bizarre argument (I'm paraphrasing) "why can't we think of arguments like a dance?" Well, George, because a dance doesn't decide anything whereas arguments and wars do.
You can wax poetic about "collaborative exploration" all you like but the real question is, given a fork in the road, do we go right or left?