Rather than adopt a more eco-friendly approach to life, most people have instead invested in a "claustrosphere", a dome-shaped habitat in which all water, food and air is endlessly recycled in a completely closed environment.

The bulk of the book focuses on a British writer, Nathan, who is attempting to sell an idea for a claustrosphere commercial to Plastic Tolstoy, owner and chief marketer of the company which builds them.

The commercial represents a change in emphasis for the advertising campaign; up to now claustropheres have been sold as a kind of fall-back insurance, just in case the environment collapses.

Tolstoy confesses that he has even geared his advertising campaign to work in perfect sync with the terrorists, with new commercials ready to roll out instantly after each attack.

The "rat run", as it is termed, removes the large bulk of humanity from the world, effectively ending the current civilization.