"Lost" Jumping the Shark?

According to one pundit, they are coming pretty close with this "alternate reality" game that has just started.

For me, Lost came dangerously close to jumping the shark when it tagged a Hanso Foundation spot with the URL http://www.subLYMONal.com, which was a less-than-subtle tie-in for Sprite. I say it came close because, by and large, the Sprite brand didn’t distract from what was going on in the game. And the subLYMONal site did fulfill its function, which was to provide a clue for game participants.

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