The plot kicks into high gear when Dave, tired of being a cuckold, decides he cannot let the neighbor "out-perform" him. He embarks on a ridiculous journey involving mail-order pheromones, stolen Viagra, a cursed artifact from a garage sale, and eventually, cloning technology. The tagline of the series became: "He wanted to keep up. He ended up burning down the block."
One way in which the comic engages with convention is through its use of the "daily strip" format. While many online comics have abandoned the traditional daily strip model in favor of longer, more serialized storytelling, Jones has stuck with the format, using it to create a sense of intimacy and immediacy. keeping it up with the joneses jab comix