After spending some time thinking about this book, or really lack of thinking about this book, I have come to some conclusions. 

I think that it's pretty great to see a story from an online forum get traditionally published. There are so many great writers who like to share their stories for free and any chances they get to explore their talents in more traditional ways is a win. I felt this story had some strong ideas and it manages to touch on interesting almost magical concepts. 

That being said, I was disappointed. I think I have just heard so many excited, raving reviews about this book for so long that my expectations were far too high. The beginning took a really long time to get going and instead of any tension or suspense I was just overall annoyed. There was one scene that gave me slight chills and then the story immediately slowed again. I really enjoyed the mixed media inserts after every chapter, but I found myself disappointed when I had to go back to the main story because it was just so dull. I really wish the Kliewer had explored the magical concepts more instead of focusing on the popular internet conspiracy theories concepts. The ending just felt ... weak? 

Overall, I can see why people liked this book, but it didn't do much for me. I heard it was getting adapted into a show (?) so I will definitely be tuning into that. I will also be keeping an eye out for anything new from this author, I would like to see what else he does.