There are some games that you don't even know you are playing.
The idea of alternate reality games is that they are viral marketing tools with their insidious messages shot directly into your eyeballs which will make you jump and dance and buy their shit. In fact, I don't think they do any of the above.
It's hard to define what exactly they are. A series of puzzles on the internet, a couple of dummy phone lines, a series of images which eventually point to ... what? The reward is intangible. A piece of lore. A scrap of story. Yet, millions of people enjoyed Halo 2's I love Bees campaign.
I don't know any of these people.
I like the idea. It is like an extremely complex scavenger hunt created by an evil genius. But ARGs are basically fabricated research projects. Which although neat, actually entails a lot of, for lack of a better word, WORK. Why would I spend hours scouring websites, reading encyclopedic tomes searching for clues or following up on Da Vinci Code-esque leads? Am I wearing a fedora? Am I named after the dog?
Anyway, if any of you are interested, Bungie is running a new ARG for the release of Halo 3. The game may or may not start here. You may be tempted into a tangled weave of intrigue with loose blondes and smart-quipping vilains. Or you may just read the comic, say, "Huh, neat," and continue on with your life.