On purpose?

Continuing on my post of the other day, check out: (Bihn Label). (Thanks to Russell Buckley for the link).

As you first read about the hidden message, it may very well cause you to sit up straight and want to tell all your friends. It's got just the right mix of mystery and style and lack-of-exploitation of the audience.

I then clicked over to buy a t-shirt, and my I was delighted to see that they're being consistent with their actions in treating it as not just a publicity stunt to boost business. What if they DID do it on purpose? I think the intent does matter. Or maybe it only matters to me... Anyway, Tom makes great stuff (I've been a long-time customer--I might even have the tag!) and all the proceeds go to charity.