Scared by the fraudulent success of Grot, Reggie decides to kill off the monster he has created by giving executive posts to men he sees as incompetents - Doc Morrissey, Jimmy, Tom and an Irishman called Seamus in the hopes that they will destroy the shop chain. However the business goes on to even greater heights as a result, thanks to Tom's advertising slogans, leading to a television advert, and a useless machine made by Jimmy, which becomes the latest must-have item. He is mindful to sack them but feels he cannot fire in-laws and ends up by giving Seamus, who has seen through his ruse, a raise.