Anyone here play ARGs?

I've really gotten into the ARG craze lately - I was "recruited" into the one for FraternityofWeavers.com at the NY Comic Con, which was cool; it was the first time I've ever been in one of these "from the beginning". It was also the first time I've ever been given a clue in the "real world" (as opposed to just solving puzzles on the websites - in this case, they gave me a sewing kit and a tattoo, that I had to solve in binary code). I've messed around with a couple of others - do you think they'll ever reach the same type of mainstream popularity as other forms of gaming? I mean, they're still VERY new, but I don't know if the regular public will be able to accept them, or if they "blur the line" too much between the game and the real world for your regular Joe Schmoe to "get it".

Your thoughts?