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13horror.com is a website promoting books 'Thirteen' and 'The Dare'. They're books containing many horror stories, which are said to be the scariest horror stories ever. There are instructions to follow prior to reading the book, telling you to be alone and turn off the lights. The books have been banned in Italy due to the content.
The Rules:
#1 - Be alone
#2 - Shut the door, but DON'T lock it
#3 - Turn the lights down so that you are in near total darkness
#4 - Read the first story, 'The Magic'
#5 - Do exactly as the story tells you
Here are people's reactions:
http://www.youtube.com/user/ThirteenVolumeOne#p/a/f/0/5mM7mG60ihc