 On a normal afternoon , Marge wants Homer , Bart , Lisa , and Maggie to go for a walk . They agree when faced with the threat of having to talk to each other , and arrive at a Fortune Megastore , a venture of wealthy Arthur Fortune ( modelled on British entrepreneur Richard Branson ) . Fortune easily charms the crowd and hands out dollar bills to his customers . This <unk> the unpopular Mr. Burns , who asks Homer to help him be loved by all . 
