Hmm...

The movie trailer link from before...according to the annoying viral marketing site ( http://www.ethanhaaswasright.com/ ) seems to imply is has something to do with a Cthulhu film. The guy in the game with videos really sounds like an Old Gods worshiper type. If not, it could be somehow based on that mythology.

I'm still rather annoyed there's nothing definite on a subject or title. Imagine if Harry Potter was introduced with a snake and a magical wand and no title? Also ridiculous though is this so-called "Magic Moment" crap. As has been noted, previous books can be spoilered with just a few words. Time even pointed out how ridiculous the fixation is. A best books are enjoyable even if you go in with knowledge of the plot beforehand. It's all in how the tale is told.

Edit - added cute link