It appears to be somewhere between a prank and satire. (or maybe they have larger ambitions.) If you take a look at their videos hosted on Vimeo, "Simulation" s

It appears to be somewhere between a prank and satire. (or maybe they have larger ambitions.) If you take a look at their videos hosted on Vimeo, "Simulation" seems to be associated with a company called "Fable." Just from a cursory look, it appears Edward Saatchi is associated with both. (although that could just be coincidental.) The Vimeo account lists two websites, the first, fable-studio.com, which links back to the Simulation site and the other is for the Virtual Beings summit at virtual-beings.com. (Vimeo: https://vimeo.com/user94220217 https://vimeo.com/user94220217) "Simulation" may be satire, an art project, a well-executed joke, or precursor to an actual company, but whatever it is, they've put a lot of work in it. It has a lot of AI-generated assets in the main site, but the overall design work is impressive, the concept has been well fleshed-out, and the execution is on point. It's clever and interesting, I want to see what comes next.