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Jon Ronson starts looking into a man named Marc Pax, who posted a video on YouTube about experiencing homophobia when advocating gay rights. With it being discovered that this man was not actually Marc Pax. Jon Ronson tries to find out what are the true intentions behind this suspicious video. And it seems that there is a much bigger picture.

Wendell Potter speaks about a patient named Nataline Sarkisyan, who battled with Leukemia back in 2007 whilst CIGNA refused to provide a needed liver transplant.

Omar Gershon faked a video posted on YouTube, in which a man named Marc Pax claimed to experience homophobia when trying to join the Gaza Flotilla. Exploring Tel Aviv, Jon Ronson speaks with members of Latma Studios, the Jerusalem Post and the Israeli government, but it seems Omar Gershon's whereabouts is unknown by these.

Talking to the telecommunications company Vodafone, it appears that during the Arab Spring uprising, the government requested for the internet to be shut down.

Jon Ronson visits Patrice Wilson, a man who was responsible for the YouTube music hit 'Friday' by Rebecca Black. The video achieved over 200m views, and he believes he can do it again. Jon Ronson is treated to a track made by Patrice Wilson just for him.

Jon Ronson visits web analyst Tim Hwang (Web Ecology Project), who along with his colleagues has developed bots for the social media service Twitter. The bots generate random tweets in an experiment to see if they could steer the conversation amongst real human tweeters.