I just got back from a Nine Inch Nails concert in Stockholm. It was so great I started to cry. But even more interesting than the concert is the marketing hype surrounding this tour. It all started with letters in concert t-shirts from the current tour, spelling out a domain name: iamtryingtobelieve.com. A visit to this odd site introduces the mystical substance “parepin”, a fictional additive supposedly added to the water in the future.