Not that Secret. The other Secret. The Secret of YA, how it's the coolest and most innovative place in the bookstore these days.
Dare I say, duh.
Check out this article at BoingBoing.net. Don't forget to read the comments, which range from echoing my sentiments above to "Yeah, yeah, whatever" to "Make sure you bring a kid along to the bookstore or people will look at you like you're a pedophile."
Also have a look at Scott Westerfeld's post on this article.