Who's Behind Perplex City?

The creator of Perplex City, one of the latest Alternate Reality Games, is profiled by the Guardian Unlimited. He's the founder of Firebox.com, an e-commerce gadget site, and is based in the UK. The Guardian article is a great overview of Alternate Reality Gaming in general, as well as giving some interesting details about Perplex City... Including another site that's been launched as the next phase of the game online: The Perplex City Sentinal. Is this article a part of the game? Is any of the information about the man behind Perplex true?

Some earlier posts about Perplex City: here and here.

Comments

[David Grant]

There was a clue on Firebox.com not so long ago for "cube" - it showed up like a regular product. I guess the creator owning Firebox would explain that.

This PS wiki is pretty good: http://wiki.incognitus.net/ppc/index.php/Perplexcitysentinel.com
And this unfiction forum for the new phase of the game:
http://forums.unfiction.com/forums/viewforum.php?f=113

Wish I had unlimited time on my hands.