Zero History by William Gibson
Another "predictive present" novel from the cyberpunk master. Not as much a thriller as Spook Country, but still a novel where Things Happen. The idea of secret brands and hidden trends feels very Pynchonesque, although Gibson's hyper-observant eye for detail illuminates the seeming insignificant in sharp relief. Milgrim is again a fun character, even though he doesn't have much agency, and the flying manta ray is beyond cool.