ThereIsNoTurningBack mystery video hits the web, but what is it?

Well this has us stumped, and we honestly don’t know what it even means. Received through e-mail today, a mysterious link was passed our way which leads to a flash built part-interactive video with a voice over. Un-surprisingly, the video reveals nothing, however the voice-over is convinced that there is something wrong with the web, and you as the user know it deep down. Do you? Hit up the link below to be taken to the ThereIsNoTurningBack website and you’ll see the mystery video in action after you hit the detonate button, where it will reveal something big is coming on 11/11/2011 and according to them, where the story begins.
[Update: After a few talks amongst our authors we think this is going to be a new web browser, however we'll have to wait and see if it is].
Source: ThereIsNoTurningBack
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Twitter: Armenante
Our design guys say it’s not polished enough to be a massive company…
According to rumour, it is iamamiwhoami’s new album teaser as someone said it is up for preorder on 11.11.2011, but that is only rumour.
That doesn’t back up the theme of the video though :/