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A lecturer at a provincial institute, PhD in Economics, is desperately trying to put his theoretical knowledge into practice. However, "reliable" business schemes constantly fail, and it does not work to change worn-out trousers from the GDR to brand-new jeans from America. And then there's the son, caught stealing at school, forcing him to go to extreme measures and seek help from bandits. As a result, the main character finds himself embroiled in a murky scheme with dangerous creditors and obscene goods that he will have to sell just to stay alive. After all, now he is the owner of the first sex shop in his hometown, and he urgently needs to make sure that such outlandish products for the local population as "Aladdin's Cave" and "Banana Bully" are properly sold so that his son does not end up in a juvenile colony, and his wife is a "model" at the men's club.