At time of publishing, some 1.7 million people have pledged to attend the event "Storm Area 51, They Can't Stop All of Us," and Naruto-run their way to glory.
"I posted it on, like, June 27 and it was kind of a joke," Matty Roberts told KLAS of the moment it all kicked off. "And then it waited for like three days, like 40 people, and then it just completely took off, out of nowhere. It's pretty wild."
He said he was mostly concerned that as the event became increasingly popular the FBI would actually show up at his house. "It got a little spooky from there," he admitted.
However, plucky businesses large and small wasted no time in cashing in on the internet craze.