"The assumption that the square of a unit vector is positive unity leads to an algebra whose characteristic quantities are non-associative."

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Why is it that Serge Lange's Linear Algebra, published by no less a Verlag than Springer, ostentatiously displays the sale of a few thousand copies over a period of fifteen years, while the same title by Seymour Lipschutz in the The Schaum's Outlines will be considered a failure unless it brings in a steady annual income from the sale of a few hundred thousand copies in twenty-six languages?

— Gian-Carlo Rota