So far we have the now-customary mix of narrative pieces, embedded in puzzles testing the boundary between game and non-game. Perplexcity offers a sketchy hint of a background (an academy, another world, a missing cube), while a plot device appeared in a non-game, actual catalogue of real stuff.
(And is Marchant a reference to Marchand, also obsessed with a mystery box in a 1987 movie?
I hope the hints of prize money aren't true. If they are, this plus the commercial nature of ILoveBees will strengthen the marketing nature of ARGs.
(thanks to Jamie)