Hérouxville

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A comment on contemporary mores? A slice of life? Vorshtein?

We have agonized over this editorial cartoon from Saturday’s Globe and Mail (click to enlarge), and we have no idea what it’s supposed to mean. Is this Quebec’s present? Its future? By what mischance did this friendly merchant find himself with his multiethnic panoply-on-wheels in Hérouxville, of all places? What has this unimpressed-looking man been served, and why did he order it if he didn’t want it?