ARGs are a great marketing tool, if done right, and it's rumored that the company behind this one is the best in the business. You may know 4orty 2wo from I Love Bees, The Beast and Last Call Poker, three of the biggest ARGs so far (with The Beast being widely considered to be the first of its kind). So don't be afraid to get involved in Dr. Aklin's tale. But please, suspend disbelief before taking part. It's way more fun that way.