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Emmett and the Buy-Moria flag during Chuck Versus the Pink Slip

Buy-Moria is a fantasy nation-state concept dreamed up by Emmett Milbarge and Morgan Grimes first mentioned in Chuck Versus the Fat Lady.

It acts as an allegory for store pride amongst the Buy More staff members, and is heavily promoted by Emmett throughout the second season; but is also hoisted as a sign of protest during Chuck Versus the Beard, when the store is threatened with a takeover, and every staff member's job - except Chuck's and Morgan's - is thought to be threatened, although this is later shown to have been a Ring operation to discover the location of Castle.