Agaar, a 29 year old ‘cowboy’, full of optimism and confidence, quit his US cruise-ship job and chose to return home to Inner Mongolia. This family exemplifies those living within a rapidly developing country, with the internet where everything seems to be possible stretching even to remote areas like Agaar's home. His mother continues the lifestyle of a traditional herdsman, while Agaar wants to build an online e-farm. However, the reality falls short. Investment fails, his prize bull keels over dead, the family has debt troubles, his wife just gave birth to a baby last October, his desire for success grows unabashed. As the only male in the family, following his parents divorce when he was in high school, Agaar often misses his father. He hopes there’d be one more man to help him to carry the load. He used his working experience in the US and social media to publicize his business, but we don’t see a successfully completed deal. He often gets into debt, he has to pay overdrawn credit card bills. Gradually, he moves into the city with his wife while his mother stays alone in the pasture taking care of the cows and sheep.