The reBang weblog in particular has been doing lots of digging into the legitimacy of the group, and while not turning up anything conclusive, it has led to a wide range of speculation, even including remote possilibility that it's all an elaborate Alternate Reality Game (ARG).

ENGADGET: Group promises dedicated VR "Neuronet," skepticism ensues

Wrigley had even embarked on an elaborate marketing campaign involving an alternate-reality game in which more than 600, 000 people participated.

WSJ: Wrigley, Other Gum Makers Seek to Stimulate Gum Sales

The Magic is Might Experience is an in-character, four-month, alternate-reality game that invites Harry Potter fans to immerse themselves into the events of Harry Potter and the Deathly Hallows, from the moment Voldemort took over the Ministry of Magic to the Final Battle of Hogwarts.

FORBES: Magic is Might Brings Harry Potter To Life