The burn
Yes, I want to spend a week out on a miserable, hot, flat, dry lake bed in the Nevada desert in the middle of summer, eating all that wind-blown alkali dust, surrounded by tens of thousands of weirdos, posers, and trust fund kiddies, and I want it so bad that I will cheat so that I can brag about getting tickets in the first minutes of the sale.
This event started as a pure anarchy thing with just a few free spirits, but now it has morphed into a crowd-sourced, tightly controlled, Phreakland-On-The-Playa. My brother attended it once, and the word is you better have a fully equipped caravan/motorhome if you don't want to feel like a refugee all week.
Apparently many make do with tents and such with no shower available, so when the daily water truck comes 'round to settle the dust in the "streets," these fine people run along behind to get a free shower. Apparently the need is very, um, strong...