The footer on the subscribe page quotes Jerimiah 29:11 (" For I know the plans I have for you,” declares the Lord, “plans to prosper you and not to harm you, plans to give you hope and a future.") and lists this coordinate (32.7663,-117.1293), which googlemaps says is on a hillside above the 805 freeway in San Diego.

This is clearly a treasure hunt or an art project, right?

edit: also, the instagram is pretty artsy: https://www.instagram.com/lot2046/