The Curse unfolds in the cozy yet resource-strapped Espanol community of Los Alamos, nestled in New Mexico, where the Latina populace holds sway. Whitney and Asher Siegel, budding public luminaries, aspire to transform their hometown with their eco-conscious passive housing enterprise and their reality show, Fliplanthropy.
The episode commences at the abode of Fernando Castillo, a local resident unemployed for nine months, struggling under the mounting medical bills of his cancer-stricken mother. Meanwhile, the Siegels strive to lend a helping hand. A new joint venture, Barrier Coffee, is emerging in the cityscape, and Whitney and Asher have played a pivotal role in its establishment, securing Fernando a full-time position. However, when his mother, Mary, fails to exhibit a cheerful demeanor for the camera, Dougie, the show's producer, resorts to forceful measures, dabbing her with menthol and water to create a false impression of joy.
Despite their noble intentions, not all aspects of the Siegel duo's endeavors align seamlessly. For instance, the owner of Barrier Coffee has leased the premises for a mere six months, a detail they neglected to disclose to Fernando or the other employees. Whitney is enraged and confides in Asher, voicing her concern that if Dougie continues to meddle in such matters, their partnership will be jeopardized.
Their passive housing initiative, a collaboration with the esteemed German Passive Housing Society, strives to create a net-positive impact, not merely flipping houses for profit. However, Dougie harbors concerns about the show's style, likening it to an infomercial, a comparison that rings true. Nonetheless, the couple refuses to cede control and let him tarnish their image.
During the grand opening of Barrier, Whitney and Asher are interviewed by Monica, a no-nonsense journalist from the local news station. Her probing questions expose the harsh truth behind the facade of gentrification, revealing that the new homes are beyond the reach of the displaced locals in an inflationary environment.
Monica, in her interrogation, mentions the notorious Bookends Building, a property owned by Whitney's parents in a distant locale, renowned for their harsh evictions and indifferent landlord practices. When Asher evades the inquiry initially, he suddenly turns the tables on Monica, questioning her motives with such intensity that it shocks everyone, abruptly ending the interview. Whitney is displeased with Asher's actions, fearing a potential public embarrassment that could tarnish their family's reputation. She prompts him to reconcile with Monica, but instead, she suggests he reveal a different story to Monica—the unethical practices of the Gaming Board at the Whistling River Casino, a Pueblo-owned establishment that seems to have a vague connection to their family.
Dougie, eager to capture the moment, suggests filming Asher performing a "charitable act." Spotting a young girl selling Sprite nearby, he asks Asher to donate money while he films. This is Dougie's cunning plan to secretly record Asher's conversation with Monica. With only a hundred-dollar bill in his wallet, Asher reluctantly gives it to the girl. However, as soon as the camera stops rolling, he snatches the money back and promises to buy her goods at a 50% markup.
But the situation quickly escalates. The girl gets angry, and her sister joins in, cursing Asher with words that unnerve him. He frantically tries to convince the family to wait while he withdraws money from a nearby convenience store. By the time he returns, the family has disappeared, leaving him with their curses.
As he makes his way to meet Monica, she agrees to postpone the story until Tuesday but demands credible evidence to support Asher's claims. Dougie attempts to capture the evidence but fails. Whitney is agitated when she receives a call associating her with the Bookends controversy. She confronts her unconventional father, Paul, when she and Asher visit her parents for lunch. The meeting with Paul and her mother is odd, and when Paul and Asher are alone, he offers Asher sage advice about people and business, even urinating in the garden while comforting Asher about his insecurities regarding his small genitalia.
Asher, visibly displeased, confronts Whitney on their return journey. She reacts defensively, insisting that she only shared the details with her mother once their relationship began. To make amends, Whitney indulges Asher in an oddly amusing, yet shockingly explicit oral sex session, the details of which are too risqué and revealing to put into words.
During the editing session with the Siegel couple, Dougie reveals a dismal final cut of his unreleased program, titled "Love to the Third Degree." Whitney is appalled, disbelieving that Dougie would seriously consider contributing his touch to their show. Her concern intensifies when she sees the clip of the young girl cursing Asher. Incensed, Whitney demands that Asher locate the family and offer an apology.
Asher embarks on a citywide search, focusing primarily on homeless communities. However, he fails to find the exact family, even after inquiring at an underfunded housing facility and leaving his contact number with the caretaker. In a gesture of kindness, he hands a hundred-dollar bill to another homeless woman residing in a makeshift tent.
Dougie praises Whitney's ability to handle the camera and notes how the room seems to brighten whenever she enters. It's evident that he's taken a liking to her, and given his nature, it wouldn't be surprising if he made a romantic advance. Considering Asher's eccentric and unpredictable character, an unconventional and absurd scenario could very well unfold. Upon his return, Asher deceives Whitney by claiming that he has encountered the girl and that the curse has been lifted.
