I didn't even know what it was until I saw this question. Then when I looked it up, my initial thought was that it was some sort of Halloween puzzle.
Then I saw a fake news headline saying it was something like The Ring, where anyone who watches is dies mysteriously. Based on that, I now suspect it might be some sort of joke or a strange marketing campaign.
For anyone who has no clue what video this question is about. Here it is in all its creepy glory!
