Earlier today, Scott Cawthon, creator of Five Nights at Freddy's, uploaded a single picture to his website. You view it here. It's a hat. Yup... just a hat. The same hat that Freddy normally wears, when he's not trying to kill you. What's the big deal?
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It's been called the "scariest game in years". It's at the top of iOS and Android app stores, it has torn up the Steam charts on PC. It has racked up millions and millions of views (and screams) on YouTube. It has hundreds of earnest fan games, and dozens of rabid fan theories. The Five Nights at Freddy's hype train is incredible.