Everything you know about ARGs is WRONG
http://sixtostart.com/onetoread/2008/everything-you-know-about-args-is-wrong/

millions of blog entries: that no one will read apart from five people

Ding! Correct! This, right here, is why I have never played an ARG. And why I would love to get paid to write one.

a hilarious, soul-searching talk by Dan Hon of ARG development company Six to Start at the Let's Change The Game conference held in December 2008.