I don't know Phil nor Gemori personally, so I don't have any particular bias. I had a subscription to Phil's online dictionary (tahititataou) several years ago, and with all due respect to Phil, I disagree with his review that this book is simply a copy of his web site or that it is only for tourists.
There is information on Phil's website that is not in this book and vice versa. For the most relevant material, this book covers most of what Phil's website covers.
It explains the importance of tatau in polynesian culture, it explains the symbolism, it explains how one might go about selecting symbols, and it provides case studies.
The latter, case studies, shows example tataus and breaks them down into the individual symbols. Phil's site does this too but not as well in my opinion.
The one thing that Phil's site provides that is rather useful is a list of names and contact info for well known top polynesian tattooists around the world.
My only three criticisms for this ebook are:
1. Table of contents do not let you jump quickly to the chapters.
2. Although it describes how one might go about designing one's tatau it does not mention a more important method- which is what you would really experience if you went to a polynesian tattooist. The tattooist will not usually ask you what specific symbols you want. Instead the tattooist will interview you and draw by hand his interpretation of what you tell them directly on your skin (no flash, just freehand). Then with your approval he will begin the tattooing. The tattooist chooses the symbols, not you. You and the tattooist enter a trust relationship and afterwards you will find that the outcome is even better than you could have imagined. I believe both Phil's website and this book underestimates how well a skilled tattooist can design something that is so much more aesthetically pleasing than you can.
3. The book is an advertising tool for its own website. But considering the low cost of the ebook and the amount of information received, I think the advertising in the book is tolerable.
Overall for the amount of money you pay for the ebook, it is well worth it. I can understand why Phil is concerned. He charges significantly more for a subscription, but not for substantially more information. I'm sorry Phil but I'm just being honest. Your website introduced me to the beauty of polynesian tattooing, but I think overall this book gives you better value for the money spent.