What is the author's style in Incognito: The Secret Lives of the Brain by David Eagleman?

Eagleman is making an argument in Incognito and he writes from the perspective of someone who wants to convince his reader of certain facts and then lead the reader to share the conclusions that he bases on those facts. He directs his prose at the reader, frequently asking the reader to "consider" various supporting examples and analogies he uses to illustrate his argument.