Ong’s Hat isn’t a place, it’s a world.
Stating what should be obvious:
Ong’s Hat — not the ghost town in New Jersey but the fictional town-story overlaid on it by Joseph Matheny and later collaborators/followers — isn’t a place, though it’s certainly tied to one. Rather, it’s a way of experiencing a place: once again we’re recasting supposed discrete form and substance as modes of relation. Understanding story-system, meaning-system, ideological system, etc. as perceptual filters, you might be better able to imagine how they stack and interact, and how they seem to alter experiences deeply but not so predictably and not at all consistently.
Ong’s Hat doesn’t need to make sense, only to perturb sense — it’s ‘true’ in the way any filtering functioning is ‘true’: it does what it does to how you see. It un-senses you.
Seeing the transmedia project in this way we can avoid the twin traps of (1) reducing it to ‘just’ a game/story and (2) treating it like a set of fact-claims. ‘You determine your own level of involvement.’ As with so many conspiracy theories (not only explicitly, intentionally fictional ones), the fiction offers entry to a feedback loop between new/fictional thought, new/provisional belief, and new/exploratory action. All three arcs of the circle might be termed ‘generative’ — creative. Fiction, provision, exploration.
And of course bullshit.