This is obviously the start of a huge
Incident Zone.
WTF did I just read?
That sub-Reddit is enough to literally put you in the Twilight Zone ... or cause weird brain issues like in the article.
It reminded me (favorably) of House of Leaves, possibly even moreso.
The story behind the subreddit itself is also pretty interesting. The author would post snippets of the work in unrelated threads under different accounts, and it became an ARG of sorts to find and collate them into a single narrative piece.
I did feel that the ending was slightly disappointing, but it was definitely a memorable read, stylistically and thematically very well done and unique, and I loved the wry bits of humor.