Mr. Burns witnesses charismatic billionaire Arthur Fortune presiding over the grand opening of his Springfield Fortune Megastore. At the opening, Fortune wins the crowd’s heart easily, telling them of his extreme sports hobbies and throwing dollar bills out into the audience. Mr. Burns decides he wants that kind of adoration and enlists Homer’s help.

Despite their best efforts, they fail at endearing Mr. Burns to Springfield. After learning that Fortune has donated two pandas to the Springfield Zoo, Burns decides to top him by capturing and bringing back the Loch Ness monster.

Mr. Burns, Homer, Willie, and Professor Frink travel to Scotland to find the monster. Discouraged by the progress of the search, Burns has the Loch drained. They find the monster, and Burns has it transported to Springfield. At a press conference, Burns feels he has finally secured the love of Springfield’s residents. When he unveils the monster, the flashbulbs go off and disorient Mr. Burns, causing him to knock a lightning tower over, starting a fire. The press conference is ruined. In the end, Burns decides that it’s much easier to simply not be loved. No longer needing the Loch Ness monster, he gets the beast a job as a pit boss at a Las Vegas casino.