Boone Oakley is an advertising firm that made their website into a YouTube video. Their domain redirects to this video. After you start playing it, you can navigate via buttons integrated into the video to other areas of the "site", which are videos themselves. With embedding, they found a way to make their web site portable across other people's web site.
It's clever and entertaining, but may be the same kind of frustrating that so many flash-driven sites are. Oh, and they have an excellent page on their vision.