How he created a world around his CV may not be groundbreaking, but very creative and done exceptionally well. I caught myself driving around for a couple minutes. Accepting cookies bakes a cookie, you get hidden easter eggs when you complete certain actions (like lift driving in water). Just like with any creative endeavor (movies, music, dance) doing something no one has ever seen isn't always the goal (striving for that can often feel forced/cringe); creating an emotion in someone is art - and this did that for me.