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In the past, people have really gotten into figuring out mysteries of these sorts, collecting clues, reporting back findings and observations, the whole crowd-sourcing thing. If igoogleit was meant to be along the lines of "I Love Bees," "Year Zero," or "Flynn Lives!", it definitely seemed to have started off on the wrong foot. Between moderators threatening to nuke its threads from here to GoonLand, the negative perception was established early and permanently.
This leads to the idea that there is a "correct" way to initiate the game. How do you convince people to buy in? What are the elements that entice rather than annoy? Was it the scope, the fact that this seemed so localized compared to the more mainstream areas of the Internet? Was it simply that people had to read instead of watch videos, call phone numbers, or play with images in Photoshop?
How could this have gone better?
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