Indeed! Interesting.
I wondered if it was like the campaign for cloverfield movie. They put stuff up on a website but it was obscured like the belle one until after release of movie.
I couldn't sleep last night and so I had a dig through the internet and stumbled across a website that has members that are computer geeks and alternate reality game enthusiasts. They've been working on it for about a month IIRC and these people couldn't figure it out and pretty much lost interest in trying to do so.
From that forum I could tell that this was probably set up as a game or what they called a trailhead. (website called unfiction if you want to have a look), which a trailhead is defined as this:
"A deliberate clue which enables a player to discover a way into the game. Most ARGs employ a number of trailheads in several media, to maximise the probability of people discovering the game. Some trailheads may be covert, others may be thinly-disguised adverts." (from wikipedia, I don't like to link because I don't like how wiki links look on WS posts).
IMHO they are probably correct. And that is their thing like crime is ours. So they became fairly disgruntled early on because either whoever put this trailhead together isn't very skilled or they are just POA's and pulling a prank.
Because the owners of that Belle site aren't providing enough clues in order for there to be a sustained interest and for those trying to figure it out to move forward to the next clue in order to unravel the mystery. The owners had set up a website on formspring where they were answering questions but the answers were vague and the questioners couldn't get anywhere.
The fact the owners are playing the "20 questions" game implies this is a trailhead and a game. JMHO
As for the website I don't find it creepy. The owners said that the picture of the girl is not directly related to the what they plan to reveal.
This isn't my thing. I prefer to dig and sleuth with crime not ARG's. But to each his own. I'll check it out when they reveal what ever message they say they have or whatever event...might just be a big ol' flash mob thingy. Who knows? LOL
Just sharing what I saw last night, having a hard time sleeping lately and was up late entertaining myself with the internet.
ETA: oh yeah I forgot this one
http://www.whatsinthebox.nl/ from several years ago, there is no magic word. It's a ruse. A prank.
and I was already familiar with numbers stations and the conet project because I once had 4 intellectually precocious teenagers in this house at one time. Each with different but very unique interests, who shared with me their interests. I'm down to three now LOL.