Primarily because of this.....
Dude, Where’s My Bar?” an innovative online narrative game for consumers to help solve the mystery surrounding the October 2 theft of Green’s vintage Butterfinger bar. The “lite” alternate reality game starring Seth Green will call upon the clever, irreverent thinking of Butterfinger fans, as they compete to find and solve clues that could lead to the return of Green’s missing bar and a one-of-a-kind grand prize: a solid-gold Butterfinger bar worth $10,000.(Source)
Enough with the viral videos and the "lite" ARG. This is neither interesting or engaging and contains two brands (Butterfinger and Seth Green) that separately don't hold significant cultural cache and together don't really make sense. And the title "Dude Where's My Bar" recalls the film with the almost identical title and honestly who wants to be associated with shitty Ashton Kutcher film?
I tried to do some research on Threshold Interactive the agency that created it but their site is down on the day of the big product launch. I'm sure they do great work (I'm sure...) but this made me want to punch my monitor.