Due to the sudden death of one of its creators, 500rads may be no more.
This blog was created as a "feeler" ... to see if there was a continued interest in a Cloverfield sequel, as well as an experiment on how viral marketing spreads.
Sixteen participants were given certain tasks; they had to run with them. Not all of those involved completed their tasks: One ended up parallelized; one disappeared; and several more created blogs/sites which ended up so Helter/Skelter they were deemed total garbage - i.e. c111111 (and that's not the worst of it).
One roll in the 500rads blog was "Hal" and the 2001/2010 references: "The Year We Make Contact" 2010.
... We had no idea (at that time) that this would involve Spielberg and Abrams ... It was just a little bug in our ear.
There's a lot more to this story.