which takes the Machiavelli-meets-hip-hop craze to its next logical level.

"Who don't want it in their pocket? Anybody who wants it in their pocket, they a pimp to me."

Call it the latest incarnation of the "selfish-help" oeuvre of writing.

To make the philosophy clearer - in case "Keep Ho's on Their Toes" isn't clear enough for you - Ivy writes, "In life what is expensive seems valuable, and what's available for free seems worthless.

"It's like, when you go to McDonald's, you don't get your McDonald's until Window 2," he explains helpfully. "That's the same concept behind pimping."