Rex Ryan's Book #11 on NYT Best-Seller List, How?

Last week, stupidly 2 days after Rex Ryan's book Play Like You Mean It: Passion, Laughs, and Leadership in the World's Most Beautiful Game was released, WFAN's Mike Francesa mocked it as 'not breaking the top-100.' (He knew that fact, does he know that today is is his good friend Jim Nantz' birthday?)

Well, a week later, the NY Jets announced that it did:

The Jets announced Monday that his new book, “Play Like You Mean It” has debuted at number 11 on the New York Times bestseller list, and 15th on the Publisher Weekly’s bestseller list.

What's interesting is that Amazon.com has the book listed at...#343.

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