I remember hearing about ARGs a few years ago. They seem neat. The most popular one I can think of was what they did with — Was it Halo 1 or Halo 2?? — anyways, I’m thinking of when they flashed http://www.ilovebees.com. ARGs kind of remind me of The Cacophony Society, who Chuck Palahniuk (author of Fight Club) is member of. The whole Project Mayhem thing was loosely based off the Cacophony Society.
I almost forgot to say, yeah, that’s kick ass. Hey Rob, where’d you find all this out? EDIT: Yeah, so I think I just answered my own question. Nevermind.