How hipster of you.
It's probably nothing too cool just a bunch of really smart dweebs who set up a puzzle and other really smart dweebs who figured out out and the first few who get to the end get some money and/or the opportunity to help with another more complex puzzle in the future. Basically to form a club of smart dweeby dudes with a lot of time on there hands where they talk about hacking and the deep web and all the vagina they wish they were getting. They also probably get a T shirt and mug.
"kinda miss my kid, sold it for my vibes ticket and some dose last year hahah. but i still shred on the hand drums like it's my job." -DFAC