<http://schema.org/articleBody>
"\"There is something wrong with the web. You don't know what it is, but it's there, like a splinter in your mind driving you mad.\"\nSo says a new mystery site making the rounds, in a tone of voice intended to resemble that of The Matrix's Morpheus, before promising there is no turning back after 11.11.11. Turning back from what, it doesn't say. \nBut it wants us to associate whatever it is with The Matrix. The script for the short video that plays upon arrival to the site is adapted from a famous scene in which Neo must chose whether to swallow a red pill and learn more about the Matrix or a blue pill and live an ordinary life.\nThe site's video instead presents two pill-shaped icons.\n\"You click the blue icon and you continue browsing the web blindfolded,\" it says. \"You click the red icon, you stay in wonderland. Remember, all I'm offering is the truth, nothing more.\"\n\n\n\n\nUsers can sign up to be notified on Nov. 11 (after which, their lives purportedly will never be the same) or post the site on Facebook or Twitter. So far, more than 8,000 people have joined the mailing list. \nWhile the site's privacy policy originally offered an email address for media inquiries, it has been replaced with a note saying the identity of the site owners is being concealed on purpose. The domain name, according to Whois, was purchased in Norway last month, and the IP address that hosts the site doesn't appear to host any other domains.\nOur best guess is that it's an attempt to gain buzz before a campaign or a startup launch (some tweets about the project even seem to be paid). We've seen people do crazier things in an effort to sign up users. One man, for instance, started a lottery that allows companies to raffle off equity to the people who agreed to sign up for their services.  Another brought a cow to a New York city Apple store for the Apple 4S release. \nAs far as viral buzz goes, sometimes less is more. Stealth startup Connect.me had its beta invite page go accidentally viral after it simply asked people to reserve their usernames and share the opportunity with friends.\nBut here's the truth about publicity stunts: They only matter if what they're publicizing is also worth talking about. A Matrix Mystery, like a Startup lotto or a cow, is a fun idea that has gotten our attention. But when those of us who have signed up for our worlds to be changed get our mass email on Nov. 11, the secret needs to live up to the charade \u2014 or risk becoming the butt of its own joke.\n\n\n\n"^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2011/11/04/no-turning-back-matrix-inspired-mystery-site/>