Why is our city burning?

This is one of the more imaginative uses of Facebook and social media I have seen. Earl Wilcox has created a page for the Philly Fringe Festival, itself a great venue for experimental work, in which fictional characters comments and interact about a play that is included in the festival, The Arsonist. The characters have defined identities and are themselves interesting-- a compelling use of Facebook in an innovative way I haven't seen before, and itself a fictional creation -- talk about meta-fiction! Why is our city burning?