Lexus Dark Ride- Awesome but why?

I just came across this digital experience for Lexus over at Digital Buzz Blog. It includes a lot of very cool bits and pieces, like facebook connect, webcam and microphone integration and pannable film shots. It is by the consistently awesome Stink Digital who were behind the Philips Carousel work, Shelter's House of Cards and a load of other stuff which it is worth checking out.

It is slick, involving and it has got people talking already, though I can't help but wonder whether throwing money at making some cool online thing is really the best way to solve the client's business problem. But then again it is fucking cool.

Go here for the full experience.