Ashton Kutcher's doing some kinda ARG thing?

I don't grok it yet, but it looks like Ashton Kutcher is doing some kind of alternate reality game. Perhaps he just loves bees. Here are some relevant urls: Link to, and video link. In related news: A VOIP startup just launched with Mr. Kutcher as celebrity endorser, presume this is unrelated to the ARG (or whatever that is): Link to