>One member wrote later that “I was stunned, flabbergasted, to learn that a significant number of people don’t even bother taking that step. A friend sits you down, asks of you absolute discretion, and then gives you a mysterious card that, if activated, literally opens a door to a new world of adventure, and you DON’T EVEN USE IT? C’mon, people: Be better.”

Maybe they could smell it was a lame transmedia project that was trying too hard to copy Eyes Wide Shut. I mean, any real-deal secret society is going to have rules that—when broken—result in membership revocation via way of tragic suicide. It's just not an authentic secret society experience without that constant spectre of death looming over each and every member.

In all seriousness though, I enjoyed the article, and it's neat that most of the compelling narrative in the society ended up being user-generated. You also have to give its creators credit for trying something that far out in left field.