If you’re in IT, are you a mailer daemon?

I’ve been seeing this “What’s My Daemon” meme floating around LiveJournal lately, and it’s a neat take on the usual personality quizzes and New Age bullcrap those sites tends to attract. It’s also, I just noticed, part of a viral campaign for The Golden Compass (click on the rabbit), a movie based on part of Phillip Pullman’s His Dark Materials series. I can’t get a sense of the plot—all the write-ups are the kind that tell you how to make the watch when you ask what time it is—but neither can the ever-changing series of directors, which isn’t much of a comfort.