The article tells a story about a rowing team that hires a consulting company to analyze its performance and suggest improvements, but the consultants' recommendations lead to further decline. The story is used to caution against the dangers of management consultants who may prioritize their own interests over the well-being of the company. The article is hosted on the website of Iceland, a UK-based supermarket chain. The company's website also features a section called 'The Dark Ages' which discusses the company's experiences with management consultants and their negative impact on the business.