Douglas Rushkoff returns to the question he first asked in his 2001 film The Merchants of Cool: what happens to a generation raised inside marketing? This time the answer is social media. The film follows teenagers who livestream their lives, run fan pages, and rack up likes and followers, then shows how brands and studios quietly recruit that enthusiasm, paying kids in free merchandise, festival tickets, and attention to promote movies like The Hunger Games and products they already love. Marketing executives explain, on camera and without much embarrassment, how they track "engagement" and turn teenage identity itself into a distribution channel. Rushkoff interviews the young people doing the promoting, some of whom see themselves as savvy entrepreneurs building a personal brand, others who start to question whether their sense of self is their own or something built for them by metrics. The film treats the like button as the site of a real power struggle: who profits when self-expression becomes free labor for a corporation.