Ninjacats crack Microsoft's October event secret code (spoiler alert)

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Some attentive readers have spotted binary code hidden inside the promotional image of today’s October 6th event announcement.
Warning: the following spoils the code.
Naturally, it didn’t take long for the massive Gravemind that is the internet to decode the hidden message. This message reveals itself to be none other than a URL toward a Windows blog post congratulating keyboard detectives for completing the excruciatingly, painstakingly, backbreaking journey of a challenge, calling it the #ninjacat challenge. It also goes on to encourage users to spread the word about the challenge. This seems like something of a cute and fun marketing tactic to get people interested in the upcoming event.
I personally think it would’ve been better if it decoded to a URL for the online live-stream.