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The book explores Edward Bernays' connection to a powerful Jesuit network and his relationship with his uncle, Sigmund Freud. It delves into how Freud's influence shaped Bernays' personality, particularly emphasizing his narcissistic traits and tendency to boast. The narrative highlights the complexities of Bernays' character as he navigates the realms of manipulation and public relations, showcasing the interplay between familial ties and personal ambition.