Ben Forta has done a great job distilling the most pertinent basic SQL concepts into simple, easy to read form. Befitting its "10 minute" moniker, this is a wonderful book for new SQL programmers. But it's also subtly different in a way that will particularly suit folks coming into SQL for the first time as part of their involvement in using web database development tools such as ColdFusion and Active Server Pages.
One one level, any new SQL programmer using any DBMS will appreciate the easily digested coverage of the fundamental query and update basics. The books is well-written, an easy read, and goes beyond those basics without going too far.
Even moderately experienced readers will be well-served by the clear, simple discussions of important topics (like data manipulation and aggregating functions, grouping data, subqueries, views, etc) that can be easily forgotten, as well as other topics (such as using transactions, constraints, triggers, etc.) that can get lost in wading through other more voluminous tomes. Ben presents a very nice balance of fundamental topics.
But there's more to this book than being a simple intro to SQL. That audience of web db developers is an exploding one, and they bring some unique needs for which Ben provides a valuable perspective. Most SQL books have some DBMS-specific bias, despite SQL's purpose as a tool for accessing any kind of database in a consistent manner. Web application development environments like ASP and CF are also similarly database-agnostic. There are subtle points about using SQL in such environments that are different from using it, say, in a query builder or in a client/server environment.
Ben, who was lead author of the highly regarded ColdFusion Web Application Construction Kit, presents the subjects in a manner suitable to such programmers and the way they'd code SQL and use its results, and he also sprinkles in discussions of how to take care of cross-platform issues on particular tasks, and often offers specific solutions for the most popular DBMS's used by that audience, such as Access, SQL Server, and Oracle.
On still another level, other books also get bogged down in issues of database design, creation, administration, security, etc. Important though those topics are, most development shops are growing to a point where those tasks are being handled by different people, and the developer who simply wants to code retrieval and update applications is challenged to find a good intro sql book that doesn't wade into detail on topics that they may not yet be able to understand, let alone ever need to perform. There are other great books that do cover those subjects, and readers would do well to seek those out as they progress in their learning.
It certainly makes it challenging to find (and no less to write) a SQL book. There are just so many potential audiences. For its intended purpose though, "Teach Yourself SQL in 10 Minutes" is very well done. As in his previous books, Ben is right on the money--and for a very low price, at that!