Paul Crik is the world’s first emotivator, encouraging us to use intuitive emotion to navigate life online and offline. Killin’ It, the philosophy developed by Paul, is understanding when and how you are at the top of your game in this regard. Goatsilk carves out Paul’s existence in online communities like facebook and twitter and through videos we produce and post on www.paulcrik.com and youtube. Paul Crik and Killin’ It! are promoted to both an art audience and the non-art audience. Goatsilk is interested in how the criteria for each group overlap because in both audiences demand a transformation in how reality is understood. Tension arises when the art audience, while understanding the arty absurdity, finds themselves moved enough by the sincere aspects to shake off the disbelief in the program’s potential for practical use. The non-art audience may also find their view equality pushed towards neutrality by the absurd aspects that in turn tint the heartfelt message of the project.