Breaking the Web's "Fourth Wall"

In theater, when an actor turns to the audience and goes all "meta" by acknowledging their presence and talking to them, it's called "breaking the fourth wall". Although many websites take this approach in their writing (Fake Steve Jobs, for instance is fake, but we know it and so does he, etc.), you rarely see this done through interface design.

Here's a great example (via Mark Hurst's Good Experience), from a Dutch retailer called HEMA. Just let the page load, then wait for it. Creative, funny and cool.