I've heard that now from a couple of folks lucky enough to have review copies of the novel. "M&D meets GR" is the way it sounds after listening to one Pynchon devotee and reviewer rhapsodize.
Amazing how some folks on Pynchon-l keep complaining about the lack of a traditional marketing campaign, I guess they just can't see what's happening. No substitute for word-of-mouth, which is what the publisher has generated in spades with Pynchon's Book Description, with ARCs in reviewer hands now the buzz is getting bigger. Pre-publication orders at Amazon.com. Articles now appearing in top-tier pubs like the New York Times, and a place reserved on the bestseller list as soon as it's published. I don't know what more a publishing executive or author could expect from a marketing campaign that eschews the usual canned promotional crap, respecting readers enough to let them pass along word of a killer new book on the way, instead of clubbing them with paid advertising and promotional stunts (any defenestration plans out there?).
I was told today to expect a call from an Associated Press reporter who's looking for pynchonoids to interview for a feature - I'm not holding my breath, but if it's true, this is a "viral" campaign that appears to be taking hold in a serious way. Add in the various fan-built sites that are bound to emerge in the next few weeks, it's a viral (hate that metaphor, but it's what they say) campaign with legs, too.