David Chang, lord of noodles at Momofuku and of gourmet burritoids at Momofuku Ssam Bar, has masterfully hyped his newest restaurant Momofuku Ko. Previews have been positive bordering on worshipful, but the irresistible draw is the anti-exclusive exclusivity. Reservations will only be accepted online at a currently undisclosed website, and only one week in advance. “No phone. No favorites. No exceptions,” warns Chang. Eater has a preview of the rez system that’s being lapped up by fans with the enthusiasm of industrial-grade pornography. Another indicator of the frenzy — “momofuku ko” is currently the 86th most popular search term on Google, right after “chicken recall” (but well before “clinton obama ticket”). Momofuku Ko opens March 12, with the reservation system supposedly going active by this weekend.