"Are you there, Satan? It's me, Madison."

Chuck Palahnuik is a literary oddity: his work can often seem overblown or over-sensationalised, yet their imprint on the public consciousness is – in some aspects – unparalleled and their lasting marks on the philosophy of an entire generation, and on the Hollywood cinematic mainstream, is virtually incomparable. Naturally, some of this is down to his narrative flair – but, the main reason Palahnuik's books are so successful, so relevant, is that he understands the pitfalls of contemporary society and flaws of the contemporary human being.

Sticking the words 'ahead of its time' or 'first of its kind' in front of just about any old bollocks seems to be a prerequisite of most any marketing strategy these days - so much so in fact that if you haven't become accustomed to assuming those phrases are synonymous for derivative toilet-fodder then you probably don't read many press releases.