DOS assembly program that has a hidden string

hellos.asm

.MODEL TINY
.STACK 100h
.DATA

;msg     DB      'hello, world',13,10,'$'
msg     DB       0d6h,0dbh,0d2h,0d2h,0d1h,092h,09eh,0c9h,0d1h,0cch,0d2h,0dah,0b3h,0b4h,09ah

.CODE

start:
    mov ax, @data
    mov ds, ax              ;set DS and
    mov es, ax              ;ES to point to segment of data
    cld                     ;auto-increment SI and DI
    mov cx, 15              ;string is 15 chars including terminator
    mov si, offset msg      ;source and
    mov di, offset msg      ;destination are the same
caese:
    lodsb                   ;get a char --> AL
    xor al, 0beh
    stosb                   ;store result
    dec cx                  ;next char
    jnz caese
    mov dx, offset msg
    mov ax, 900h            ;display message
    int 21h
    mov ax, 4c00h           ;4c = exit, 00 = status 0
    int 21h

END start