Too 'fluffy' for me

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Really disappointed with this novel. It's a fantastic 'why has no-one done this before' concept but I knew from the first few pages that I'd struggle to finish it. The entire premise revolves around falling completely in love with someone and the agony of them not calling back - but the writing was just too Mills and Boon and cliche to give it any heart or power. Flimsy chick-lit with an okay twist but I was too switched off by the time it came to even really care. I wish someone as accomplished as JoJo Moyes, Jane Green or David Nicholls would have written this novel because the idea is great.
It was an ok read and the characters were realistic and well developed and writing was descriptive, if a bit flowery, but not a book I would rush to read at every opportunity.