I've flipped through this before, and it's the kind of thing I'd be quite pleased to find at the dentist's - if only to roll my eyes at some of the stuff - but probably wouldn't buy it unless I really had time to kill and no better options.
In contrast, I recently picked up a copy of Mondial, the Rapha house mag, and thought it was absolutely excellent. Like most of their stuff it's reassuringly expensive (though at a tenner it's not that much more than many mags - for example Urban Cyclist's something like £5.99, no?), but you get a lot for your money. It's printed on lovely heavy paper stock; photo-heavy features are on gloss paper, and in the 180-odd pages there are minimal ads. Many of the features are only obliquely about cycling, and the writing is top-notch. I'll certainly be buying a copy again.