this is an interesting example of "we think" the theory that give people enough clues and they will work out a puzzle, bungie did a similar thing with halo 2, they set up a fake site called
I love bees this was bassicaly one big puzzle, and the answer was a load of phone booths around the us. im not entirely sure of what happened but some prizes were involved....
i think they are doing a similar thing here, there must be some sort of puzzle going on.