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It is revealed that the CEO of the company Vaughn Du Clark is aware that its sports drink causes intense short-term emotional and distinct psychological side effects, learned from incident reports and Max Rager research findings he has kept hidden from the public. After later becoming aware of the full extent of side effects and existence of zombies when his enforcer returned as a zombie, Vaughn has employed methods of systematic zombie eradication.
After a conversation with a scientist about manufacturing and marketing Super Max as a powerful, superior energy drink, he demands Max Rager drink be produced without zombie side effects so they can mass produce it without creating zombies, while he makes a plan to eradicate all zombies. Critics of Max Rager or its CEO on social media are often targeted by Vaughn Du Clark who drinks Max Rager and increasingly shows signs of insanity.