something about the Scion posters up around town made me pause... and it took a second. and then I thought, finally, the marketers have adopted the hacker alphabet: www.5c10n.com

but it turns out to be funnier than that. no one at scion's agency (Attik? Fresh Machine?) registered that url before it went up on billboards and posters. And so a Mr. Kevin Scherle, and his son, Calvin, own it. At least it seems that way. Maybe its a deep meta advertising mind fuck.