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Huang uses a Vice-style first-person approach to explore the transformation of the Montreal indie magazine into a media powerhouse. He speaks with key contributors who helped build its reputation and influence, including magazine editor Jesse Pearson, writer Amy Kellner, and TV journalist Simon Ostrovsky. Huang scrutinizes the contributions of those who did the actual work against those who took the credit. He also interviews Vice co-founder Gavin McInnes, whose controversial and offensive antics led to his dismissal and later saw him become the founder of the Proud Boys.