M-Parties?

Wired is carrying a story about M-Parties. The premise is a scavenger hunt with clues broadcast as text messages to pagers and phones. It sounds interesting, but it also sounds like a made up media phenomenon. You’d think if it was real I would have heard about it before now. Of course I first heard about 4:20 as code for weed on Boston Public which is embarrassing because a. I was watching that show, and b. they apparently know more about drug culture than I do. When did I become so uncool?