According to bassist Jay Bentley, the lyrics argue that the media is sensationalistic. The music video features men with cameras replacing their heads firing flame into the animated landscape of Los Angeles. It was written at a time when there was a major fire nearby, the Cedar Fire of late 2003, but Bentley makes clear that the song was using the fire as a metaphor.
The music video is shot in cut-out animation and depicts a man in a track singlet and shorts with a Crossbuster (Bad Religion's logo which features a black cross with a red prohibition sign over it) on it running through an apocalyptic Los Angeles. People with cameras replacing their heads shoot fire out their mouths. Frontman Greg Graffin plays a psychotic newsreporter which reads messages like "We're not trying to brainwash you". In the end the entire city goes up in flames.
The song also makes a reference to the first Bad Religion album, "more a question than a curse, how could hell be any worse?".
In an ironic twist, the song has been repeatedly used by America's NBA to promote the Los Angeles Lakers when they are flourishing, choosing the 'burning' imagery in connection when players get 'on fire', instead of the darker, truer meaning of the song.