Back in January the Xbox One advert featuring Steven Gerrard, Zachary Quinto et al "inviting" you to spend £400 on a new console appeared on TV with one slight difference - an apparently nondescript 'glitch' at the end.
A glitch that contained a code, of sorts. And - as it turns out - led careful users, Xbox fans and those prodded to join in online on a massive treasure hunt which spilled across various corners of the internet.
Now the (quite lucrative) prize has been won, and Xbox makers Microsoft have come clean about the puzzle, via a neatly edited and watchable advert. (Everything is adverts now, in case you didn't know. This is the internet.)