Once in a while I get a really strange burst of traffic. Today I've had over a hundred unique users from Mexico, all looking for information on "the king in yellow" or "the yellow sign". Something odd is going on in Mexico to get that many searches, but I haven't seen anything in the news to give me a clue what it is.
Update: Based on all the comments, it looks like a "King in Yellow" -centric episode of "True Detective" is responsible for the sudden flurry of interest. My thanks to everyone who helped out. That explanation is far better than the one I envisioned involving a fringe cult.