The story idea is compelling and, what with people talking about privacy issues in an Internet world these days, the plot is also timely. Others here have already said they didn’t care for the writing. Definitely, not anywhere near the best of James Patterson branded novels.
The glaring trouble with the book is the ending. It’s a trick. The ending is based on the fact that certain things earlier in the novel aren’t what they seemed to be. The trouble is, when the ending occurs, the main character turns out to have known the whole time that those things weren’t what they seemed to be. The flaw here is that we are inside the main character’s head throughout the book and know what he’s thinking. There is no way a real person wouldn’t have thought about the on-going trickery at some point. The ending is only a surprise because the authors don’t allow the main character to think about something that he couldn’t help but think about. This is a very large point-of-view error.
In the Amazon/GoodReads review above, I don’t include a spoiler about what happened. In fairness to those who might enjoy this novel in spite of the trick, I’ll leave out the spoilers here as well.
Most publishers’ editors would have told the authors to fix the ending. Maybe they can’t say that to Patterson. However, it’s very jarring and unfair to the reader to conceal the main character’s thoughts about important matters from the readers unless the character is established as unreliable, suffering from amnesia, or hypnotized. None of these options were present in The Store.
The main character Jacob Brandeis participates throughout the story in a planned subterfuge but never once thinks about the fact that he–and others–are role playing. No real person would be capable of doing this. Outside of experimental fiction, no fictional character could help but think about what he’s doing while he’s doing it. With proper finesse and foreshadowing, an author might get around the problem of concealing the third person point-of-view character’s thoughts from the readers.
That was not done here, so we ended up feeling cheated–because we were.