Calvin is watching television. He tells Hobbes ads don't see a product, they sell an attitude. He points out there is a commercial that has a guy do whatever he wants. He buys the product to reflect his independence. Hobbes asks if this maverick is urging everyone to express his individuality through conformity in brand-name selection. Calvin says it sounded more defiant the way the ad said it.

Calvin is watching another ad with attitude. He points out a guy who quit his job and now climbs rocks. He's his own man. Hobbes wonders how he affords the expensive athletic shoes he's advertising since he quit his job. Calvin wonders if the guy's mom bought them for him. Hobbes hopes she'll pay his medical bills when he falls off the rock he's climbing.