ARG's are an interesting new version of combining hype, story elements, and entertainment. I like how it makes you follow a trail and gives you a sense of discovery so you feel like, 'Oh yeah, I'm awesome, I solved the mystery first and now people all over the internet will want to claw out my eyes in jealousy for being the best.'
Of course, if you're not first, it kind of kills the experience since you're the person wanting to do the eye-clawing or something equally violent. But stuff like ILoveBees was cool, since it forced people who didn't know each other at all to work together for a common cause.
To run it down, I think they're cool, but they only really apply to the hardcore. ILB had me going for a long time, but I don't think people who weren't intrested in Halo 2 would have been excited about it.
Broaden the appeal, and then it will definitely gain some steam as people other than excited fanboys start working on it.
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