The organization Brand NewU identifies networks of IDENTICALS people who walk like you, talk like you, but are walking through different, better lives and helps their customers make a life upgrade: eliminating the betterlife donor, and relocating their client to that brand new life. Slater seems to have the perfect life, the perfect job and the perfect girlfriend. But when Slaters girlfriend is abducted by Brand NewU, and a corpse left in her place, he is forced to become an Identical. As he moves through a series of parallel lives, he becomes more and more obsessed with finding his girlfriend, but what he must find in the end is himself.