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According to the creators of the program, its goal is a psychological analysis of the hero's image, the so-called "image psychoanalysis". The hosts (Tatyana Tolstaya and Avdotya Smirnova) try to reveal and show the qualities, hidden character traits, often unknown not only to the public, but also to the hero of the program, during the conversation with the guest. The guests are people from various fields of science, creativity, social sphere, politics, show business.