Louis Theroux investigates the online ecosystem of the "manosphere", an ultra-masculine network advocating hypermasculinity and often controversial views on gender roles, through rare access and unflinching interviews with prominent influencers like HSTikkyTokky, Sneako, Myron Gaines, Justin Waller, and others. The documentary explores how these personalities build large audiences, cultivate loyal online communities, and monetize their popularity through provocative statements and business models that promise financial success or improved relationships.