27-year-old St. Louis advertising executive, Max Baron (James Spader), has completely shut himself off from the world in the two years since the auto accident that killed his wife Janey (Maria Pitillo). On the way to his friend Neil's (Jason Alexander) bachelor party, Max picks up 50 burgers from a diner called White Palace. At the party, he discovers that the order is six burgers short and, to the ridicule of his friends, returns to the restaurant to complain. In a moment that defines his initial character, Max declares, "It's the principle." He is roundly mocked by his cohorts.