Perplex City (Project Syzygy)

A new alternate reality game (ARG) seems to have started around November of last year, centering around a place called "Perplex City." It's also being referred to as Project Syzygy. I've read some mentions about it in a few places, and it looks like there may have been some offline postcard stuff happening. Here are a few of the mentions from some Alternate Reality Gaming sites:

Alternate Reality Gaming Network
--> tranZed -->
Unfiction

Is this an alternate reality game for its own sake, or a viral marketing initiative? My friend Dave forwarded this email to me:

To: <Private>
Date: Wed, 16 Feb 2005 23:14:00 -1100
Subject: A Message from Perplex City
My name is Sente, and I am the Master of the Perplex City Academy.

On January 16th 2004, an object of immeasurable value was stolen from
our city. You kindly answered my plea to assist in its recovery. Over
many, many months, we at the Academy have been assembling information
to help you in this task.

Today, we break our silence. There is still so much to share with you,
but for now this fragment must suffice.

http://www.perplexcity.com/video.html

I will be in contact again soon.

Stay alert.

Sente