From a 1996 New York Times article:
So the film is full of amusing marketing anecdotes, as when a member of Mudhoney recalls the story behind his group's 1988 ''Touch Me I'm Sick,'' an early Sub Pop hit. As Mark remembers (the film's interviewees are identified on a companionable first-name basis): ''[Sub Pop cofounder Bruce Pavitt] said: 'Hey, you sing about dogs. You sing about being sick. You got a shtick, it'll take you to the top.' And he basically gave us five chords, but he said don't use more than three within one song."