
This is Matt's Lair. I am Matt. This is my Lair.
A Lair is a base of operations for a Mad Scientist. If I aim to grow my Media Empire, I've got to act like an Emperor. So, Matt's Lair is the engine of my functional machiavellianism, for the sake of media Industry development, fueled by a media-amplified ego.
I can use language to dominate everything by sending out an omnidirectional wave as an extension of my ego. If you can read this, that wave has already hit you.
I am a virus, and I proliferate.