According to Billy Talent guitarist Ian D'Sa, this tongue-in-cheek single deals with the fake reality implemented by social networks and crass commercialism. "It's definitely more pertinent to what's happening right now than anything we've done before," he told Spinner. "The whole hipster counter culture phenomenon is just being sold to them by advertisers. It's very different from any other counter culture of the past because it's based around money, it's based around advertising and American Apparel."
Vocalist Ben Kowalewicz explained that the song is typical of the subject matter of Dead Silence. "A lot of the album has to do with how important it is not to get caught up in material culture, internet culture and all those things that distract us from what's real," he said, "Life is real. So go for a walk, turn your phone off. Go get some sun on your face. Get some perspective."