The album generated controversy for its use of profanity (particularly the use of the word "shit," in the context of a harsh spiritual object lesson in the song "What Matters More") and references to alcohol and sexuality,[13] to the degree that it was originally refused by his record label.

[16] Webb therefore explored the twisted idea of loving what oppresses us and applied to broader Christian culture, race and sexuality issues, consumerism, and technology.

In a creative plan to get around the legal issues of releasing "What Matters More" without his label's approval, Webb composed a series of coded emails directing listeners to a secret website where they could piece together the missing track by playing an elaborate alternate reality game.

Flash drives hidden at coffee shops around the country pointed fans to websites where they could unlock a set of musical "stubs" derived from album tracks.

The album's launch party continued the theme of secret events by informing (via a Twitter post) alert fans in the audience to ask the bartender for a specific drink.