The genius here is the way the film pulls you into the character of Ronnie Barnhardt (Seth Rogen) — he just wants to be loved — and then pushes the audience away with his repellent behavior. That there are no likable characters in the story, save one, adds to a real sense of mall social miasma where Ronnie earns likeability points for at least having some personality, even if that persona is completely deranged. Grade A.
