John Black, pseudo-famous economics journalist, decides to make the ultimate sacrifice in his ongoing battle with the opposite sex. Tired of being a 'plus one', he ends his nine-year relationship with his girlfriend, Lola, in order to reclaim his masculinity.However, John discovers that single life involves nothing more liberating than sitting around in his pants watching repeats of Top Gear. And when Lola begins to revel in her own freedom, John realises that everything he thought he knew about women - and himself - is a myth.The Myth of Supply and Demand is an economedy in which men strike back.