Luther Mathias sells ""snake oil"" in scrubby West Texas dirt towns. He learns that substance is never a substitute for style and eventually develops his own remedies that promise to cure any ailment a man might suffer. In time, his imagination and ambition combine to mold him into medicine's version of Elmer Gantry: loved and hated, imponderably wealthy and famous, powerful and pursued. The Very Air is a compelling exploration of human motives and hidden meanings.