New way of reading thrillers

UK company Portal Entertainment have just launched what they're calling the first thriller for the iPad called The Craftsman. It's a mix between an e-book, a film and an ARG in that you get text messages and emails sent to you as you follow the thriller over a period of 5 days. Julian McCrea, the project's creator, takes Hitchcock as his main inspiration and even claims that were he alive today, Hitchcock would be writing in this transmedia form, telling stories across a number of different platforms. The experience of the thriller is unique to each person, depending on their interactions. In this respect some of the media have compared this format to the 'Choose Your Own Adventure' series of books from the 1980s and '90s, although it's far more interactive than that. Given that we are all accustomed to a multiplatform mode of interacting in both our personal and professional lives, it makes sense that the next generation of fiction works will sprawl across different media formats and social networks. Have you experienced The Craftsman yet? Or any other such interactive e-book? If so, what were your thoughts on it?