I'm so jealous of Barry Schwartz (and a whole bunch other SEMers) as they've made it into a card game.
Just to put this into perspective; I enjoy digital marketing and search enough to truthfully say that "I'm lucky enough to have a hobby as work" but the hobby I share outside the digital word is traditional gaming. Card games are certainly part of that. So what Barry (and the other idols) have managed to do is become so famous at my first hobby that they feature in my second hobby.
Clearly I need to start sending SEOMoz (the creators) gifts or tips or something!
Er. So the title Barry Schwartz achieves ultimate goal! make sense as Barry as achieved what would be my ultimate goal... er, if I'm allowed more than one ultimate goals.