"Back in AI, the challenge was, hey, let’s build the game in such a way that your life just gets weird. The producers came back to me and said, what does that mean? I said, I want you to look at the web, and suddenly nothing quite makes sense anymore. And they said, well, we could do a little pop-up window. I said, what I want is, after you visit this website, your car only drives in reverse and none of your friends remember your name and suddenly your mom doesn’t speak English. And they kind of gave me this blank look and I said, yeah, I’ll settle for a pop-up window."Yes, that's right, Gamasutra's interviewing Elan Lee, creator of ARGs such as The Beast, I Love Bees and Hex 168. Check it out now before they're erased from continuity, leaving nothing behind but a cryptic message encoded in the back of a cereal packet.