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There is a countdown to Halloween which is allegedly a viral marketing countdown for Donnie Darko III or maybe a Donnie Darko comic book series (Which would be cool)
Either that or its hurr durr illuminati project monarch. My working theory is that it is some kind of ARG marketing purposes unknown. Anyway its been going for at least a few years now:
Do some research and you'll find all sorts of 2spooky phenomena popping up around the place..
This website is a kind of maze. If you type 'highkey' in the top box and 'lowkey' in the bottom box you will get past the first screen, it also trails right across the web to all sorts of strange locations, government sites. DD3 better be worth the wait.