Its the run up to Dana's baby shower. When Jim visits the tv station for work, he accidentally ends up on a morning talk show, after being mistaken for "Jim Mourning" a book writer and metro-sexual.
Whilst there Jim gives his own personal advice to the men of the city, as the Flannel-sexual. He convinces all the men going to the male & female baby shower that it's unmanly. The shows producers ask him back to do a call in spot.
The men of the city flock to his advice, which infuriates Cheryl, who even calls the show and complains about "Tim". They get into a bickering session on air and Jim rushes home to finish his fight with "Beryl". After the fight Cheryl uses Jim's own advice to get Jim to agree to attend the baby shower.