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In July 2011, an advisor suggested the name "the Optimal tax" for the Cain campaign's tax policy plan. Cain rejected the name, saying, "We're just going to call it what it is: 9–9–9 Plan." [3] The proposal would introduce a 9% personal income tax, 9% federal sales tax, and 9% corporate tax to replace the country's current tax system.
The film mainly focuses on Dave Peck, who is unemployed but prefers the search for the meaning of life to the search for gainful employment. While looking in a magazine, Dave finds an advertisement for a book that will tell him the meaning of life "for the low price of $9.99."