The main character of the novel is a representative of the “P” generation with corresponding youthful ideals. He sinks down to selling at a kiosk, then masters intellectual hack work in the field of advertising—and in the end becomes… the earthly embodiment of the husband of the goddess Ishtar, only instead of the marital function he performs advertising. The whole charm of Pelevin’s novel is that everyone perceives it their own way: deep esotericism, and brilliant mockery of advertising, and a political pamphlet, and philosophical fantasy.