Journalist Sarah Lacy lays bare the often inscrutable mating rituals of VCs, founders, and startups in her recent book, Once You’re Lucky, Twice You’re Good. Set in post-bubble Silicon Valley, the story goes something like this — burned by meddling boards, corporate bureaucracies, and ill-fitting outside managers, Web 2.0 entrepreneurs rewrote the rules of internet startups by maintaining controlling interests and stubborn faith in their visions (often at the expense of the early exit). The benefits of benign angel investors (friend-tors), startup-friendly business services (open sourcing, CCBy licensing, CPC advertising, cloud computing), and, of course, individual fortunes are also documented. Dubbed nontrepreneurs, their self-professed mantra? Build cool stuff. No surprise the PayPal mafia (whose members went on to found Slide, Yelp, and YouTube) are frequently cited in the narrative. Other fixtures in the Web 2.0 landscape (Mark Zuckerberg of Facebook, Kevin Rose of Digg, Jack Dorsey of Twitter, and Evan Williams of Blogger/Twitter) loom large in this breezy, often waggish read.