Immensely exciting.
The theory presented in the first section of A Thousand Brains is the most intriguing idea about intelligence that I've come across. Hawkins doesn't dumb anything down, but still manages to pain a concise and clear picture of his insights such that anyone (with a little effort) can understand.
The ideas presented in the latter sections are fantastic in scope and exhilerating to think about! His urging in the final chapter to study and teach about the brain feels sorely needed, and I only hope that society at large embraces this point of view.
Highly recommend if you're at all interested in the subject matter.