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re argumementative: That's understandable, given my own provocative statement of a "canonical answer"^^
To me, math is anything that increases mathematical understanding (ignoring the circularity in the definition ;) )
There is the occasional proof or proof sketch in the book, but it's true that that's not what it's about. But it certainly is far more than an array of theorems. Rather, to each topic covered (topics include "concepts", "branches of mathematics", "famous theorems/conjectures", and "famous mathematicians"), an article by an expert in the field is included. In the case of theorems, these articles provide enough background that a mathematician reading it will be able to grasp the statement of the theorem as well as why it's important.
The reason why I think it's great is not because of the articles concerning my own field -- I'm not learning anything new there. But I can read about Mirror symmetry or Vertex operator algebras, Ricci flow or Quantum groups etc. and gain at least a glimpse of what these fields are about.
Given the extreme specialization and fragmentation of mathematics today, this is a valuable gift indeed.
(and no, Wikipedia does not provide this. It gives some of the facts and theorems, but none of the "feeling" of a field. As Gowers notes in the introduction, the Companion is not an Encyclopedia)
I think that every student should take a look at this book before choosing a direction to specialize in.
Concerning "proofs from THE BOOK": My favorite one is Monsky's theorem. It's like a mathematical party trick. You can explain it with a piece of paper and 10-15 minutes (given the "audience" knows p-adic valuations), and it will always produce amazement among those who don't know it yet.