The novel focuses on Josh Swenson, a teenager who preaches his anti-consumerism beliefs under his online pseudonym of "Larry" and must deal with the sudden popularity of his web presence.

The guidelines were inspired by his reading of a book about Native Americans who did not want to leave a "footprint" behind, which led him to believe every purchase is a major decision.

A poster of the screen name betagold despises that Josh has kept his identity online as a secret behind and threatens to find him, no matter what he does to hide.

He decides to host a giant rock festival called Larryfest where all of the bands would play for free and all companies would sell food and drink at cost.

With his real identity exposed to the public eye, he is initially glad because then he can spread his anti-consumerism message to all those who do not have access to the Internet.

"A thrilling read, fast-paced with much fast food for thought about our consumer-oriented culture...The voice is clear, the ending satisfying.

Kirkus – Starred Review[1] "Tashjian's gift for portraying bright adolescents with insight and humor reaches near perfection here...A terrific read with a credible and lovable main character."

The book's frank discussion about topics paramount to kids--celebrity worship, consumerism, and the way multinational corporations shape our lives--is immediate, insightful, and made even more vivid because it's wrapped in the mystery of Larry."