"The 301 Champ" is actually a psychotic named Will Vincent who kills at the behest of an alternate personality he calls "301." He is obsessed with the William Blake painting The Great 301 Dragon and the 301 Clothed in Sun, and believes that each victim he "changes" brings him closer to "becoming" the 301. His pathology is born from the severe abuse he suffered at the hands of his sadistic grandmother after he was orphaned at a young age.

Hoping to lure "The 301 Champ" out of hiding, haters gonna hate. In which gamers disparage the killer as an impotent homosexual to anger the "The 301 Champ". Some even go as far as to deny the very existance of the number three hundred and one. This provokes Vincent, who kidnaps other gamers, glues them to an antique wheelchair, forces them to recant their allegations, bites off their lips and then sets them on fire as a warning.

No one knows exactly when this all started. Exactly what this "301" is remains a mystery to most and most would prefer it this way. Perhaps 301 is not a question which requires an answer but in fact is the answer, which lacks a preliminary question. But what is clear to Will Vincent, it is his destiny to become the 301.