Re: Erin's link about Amazon noting deckled edges because people think it's a mistake:

If you've seen Kidd's TED Talk, you'll recognize this anecdote from the TED Blog post about it, Helen Walters's "Creating Visual Haikus for Stories," in which Kidd delights in a consumer (and even better, a bookseller! though, granted, this was an airport bookstore, if I remember correctly) assuming there was some kind of shipping mistake with his tongue-in-cheek cover:

Augusten Burroughs: Dry

This book was about the author confronting alcoholism, and so Kidd wanted to create a sense of “typography in denial: it’s lying, desperately, hopelessly, the way an alcoholic would.” He printed out some type on an Epson printer, taped it on a wall, and then threw a bucket of water on it. The printer put spot gloss on the dripping ink on the press and that, he said was that. Apparently, Burroughs himself watched a lady take a copy of the book to a cashier in a bookstore. “This one’s ruined!” The reply: “I know lady, they all came in that way.” You can tell this thrilled Kidd.

Kidd's commentary from the video: "Now that's a good print job."