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Bojack is worried that people may see him as the equivalent of his character in Philbert. This is only an issue because he knows there is a part of him that is “Philbert”, even if he doesn’t want to be known by the public as an asshole.

Aside from the storyline, this set up allowed for a deeper and more relevant purpose. Bojack’s interpretation of Philbert, a TV character, is parallel to us as an audience observing Bojack, our TV character. A lot of us may see a little bit of us in him; “OMG I’m a depressed piece of shit like Bojack!” We have to be careful not to normalize his shitty decisions and behaviors. We can’t just say it’s okay for us because we had a shitty childhood or that the world is “against us” or that you did other stuff that is good so its okay to cheat for another thing.

This season was essentially a call out to all of us in the audience to make sure we don’t end up like, I don’t know, like Rick and Morty fans.

You can find other people talking about this and analyzing it in a much more thorough and eloquent manner, I suck at writing right now and don’t want to write something that’s “wrong” and offend people which I might have already done but I guess more to come.