当凯尔·布罗夫洛夫斯基告诉斯坦·马什和肯尼·麦考密克他有《狮子王》舞台剧的票的时候，他们正在公交车站等车。斯坦和肯尼显得有些失望，但卡特曼随后出现，告诉他们一些大新闻。他告诉他们 "shit" 一词会出现在当晚的《警察故事》上。凯尔是唯一一个认为这种营销策略非常愚蠢的人。随后，凯尔问巴特斯他是否愿意和自己一起去看《狮子王》舞台剧，但巴特斯很快拒绝了。他的父母希望他和他们一起看《警察故事》以确保他不会把"shit"这词用在不该用的地方上。随后整个小镇的人都回到家里或者来到酒吧来观看这部剧。 最后，在剧集的末尾，一个角色说出了"shit"，使得所有人开始欢呼雀跃。凯尔错过了这一刻，而且因为他的朋友们认为这不是什么大事而十分恼火。 他说这依然是同一个世界，然后打开门，惊愕地发现正在下着青蛙雨。
第二天早上，第四频道新闻报道了《警察故事》十分火爆的现象，同时，也报道了一种能让人们吐出自己肠子的神秘病毒。在学校，学生们学习他们说“shit”的语言方式。卡特曼惊奇的认为”shit“是一个全新的能够让凯尔沮丧的词。凯尔发誓说他会通过查百科全书的方式，来证明那不是一个新词。加里森老师也开始教幼儿园生说”shit“和 "Shitty shitty, fag fag”。整个小镇，人们越来越频繁地使用“shit”这个词。This awakens the Knights of Standards and Practices.
加里森老师叫某个人是“娘炮”，同时说明了他是同性恋所以他可以说这个词。斯坦和卡特曼随后说“shit”这个词不再好玩了因为所有人都在用。凯尔随后很激动的告诉他们“shit”这个词可能很大家开始吐自己的肠子有关系。Stan and Cartman don't believe him and Kyle, then, explains that people started dying after they said "shit" on television and that the word "Shit" first appeared in English around the time of the black death. The boys go and ask Chef. Meanwhile, at the HBC Headquarters, workers complement the head of the company for his "shit" idea and the head of the company announces their next marketing ploy. They are going to say "shit" twice. Chef and the boys, go to the library and learn that the virus going around is spread by saying "shit" as it is a curse word. They also learn that the virus is actually the plague. They go to warn HBC of this but they disregard it and make Chef and the boys leave. They also reveal their latest marketing ploy, which is to air all their sitcoms live but say "shit" in front of their written dialogue. One of the knights of standards and practices attack HBC and is killed, in the process giving Stan a stone called the Rune Stone of Undoing. Chef and the boys go to the Excalibur Casino in Las Vegas to get help from the British in which the hotel and casino employees are pretending to be them during the Middle Ages. Then, a worker explains that saying the word once in a while is okay, but, saying it too often can lead to the plague.
Meanwhile, at the bar, everyone is getting sick of the word "shit" and are saying that the company is going to have to come up with a new word. Mr Garrison says they can say "Fag" and explains that you have to be gay or else you'll be bleeped. Jimbo says it unbleeped showing that he is gay, and Mr Garrison asks him if he wants to make out. On the set at HBC, The Knights of Standards and Practices try to stop the word of the curse (Shit). Everyone thinks it's part of the show. The boys learn that they have to defeat Geldon to save the world using the stone. Kyle kills Geldon with the stone and then explains that everyone is saying "shit" too much and that they need to keep the curse words taboo. Kenny dies of the virus and Stan stops himself from saying "Holy shit!". The episode ends with Cartman expressing his love for his friends.