As the players decoded the "corrupt" data, they learned that the "hacking" was actually the result of a rogue AI named Melissa attempting to collect itself in the website's server. From her blog posts, the players learned that Dana was becoming exasperated (which is understandable given that she's paying for the hosting and all) and tried to erase the artificial intelligence, causing Melissa to lose parts of its memory. A virtual catfight ensued, with the AI Melissa leaving threats on the website and capturing webcam images of Dana to freak her out. At this point Dana's character fucked off to China out of sheer terror and left her readers to figure out how to deal with the AI.
You'd probably run away, too, if a rogue AI took over your shitty blog.
Later, ilovebees.com visitors found a series of real GPS coordinates leading to pay phones all over the country. The phones would then ring at a designated time, at which point the nearest player was greeted by a prerecorded message and required to answer a series of questions using codewords related to the game. Players were so dedicated to this game that one of them waited by a pay phone while Hurricane Frances was literally only minutes away in Tampa, Fla.
"You'll have to speak a little louder!"
Other times, when the players couldn't make it to the designated phones in time, they had to persuade employees at a Pizza Hut and an Applebee's to answer the robot's questions. These phone calls were called axons -- every time a group of axons was completed, a new sound file was unlocked at the website, revealing a new recovered piece of Melissa's fragmented memory. Players were able to learn more and more of the back story: basically, Melissa was the AI onboard a futuristic spaceship that was accidentally sent back in time and crashed on present-day Earth. With the ship stranded and damaged, Melissa was forced to transfer itself to a random web server in an effort to get its shit together and call out for help.