Man of Steel Marketing Campaign is Complicated

I am sure there is something to be said for clever marketing but this goes way beyond a secret decoder ring and ovaltine. Cinema Blend has a run down of a complex marketing campaign for Zach Snyder's upcoming Superman movie "Man of Steel" that has something to do with videos being decoded, zod, krypton numbers that lead to an IP that forwards to a warner brothers website. I'm happy with a few good trailers and then a good movie.

Are any consumers actually going out of their way to work this nonsense out?