2. Create a plausible reality basis.
Namely, where there exists fact, there also exists "red herrings"...
On television and in film, much of what we take for granted is removed for reasons of engaging the viewer's focus, and helping to present the director's vision in a single arc with minimal distraction.
With an on-demand, or interactive basis for a web puzzle, the over-arcing principle is that there must be a balance with one's expectations; namely, that it must blend in with reality in every imaginable way (to the untrained eye) but contain a relevance only to the initiated.
• What is entertaining and relevant?
• What is merely, entertainment?