The caption says, "Experiment #1: I am exposing a rat to my company's marketing plan." Dilbert shows a copy of the plan to Ratbert. The caption says, "He seems to have no adverse response to the introduction and background." Ratbert hums as he reads the plan. Dilbert takes notes. The caption says, "This is already far more exposure than humans could tolerate." A large bump appears on Ratbert's head and he says, "Sales projections . . . brain tumor . . . get Tylenol . . ."