A man looks a book the cover of which reads: "This is not a book." Another man addresses the former: "It is quite a simple book, isn't it?" The first replies: "What book?" "This book, of course", enjoins the second. "But this is not a book! See, its cover says it is not a book," explains the first. "But can't you see it's a book?" Says the latter, puzzled? "What should i do to see it is a book?" Wonders the second? Conclusion: You are This, not that which thought claims.