I don't know why I didn't think of this sooner, but looking at the latest Official Xbox Magazine it looks like the August 24 date which figures so prominently in this viral marketing campaign could be referring to a Halo 2 demo coming out next month. The weekly updates that Bungie has been releasing have been getting increasingly boring, with most of them referring to increasingly minor bug fixes, which says to me that they might be spending their time making a demo. It's all just speculation, but wouldn't it be an awfully big coincidence for one date to crop up twice in the Xbox world?
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