Magic

"Every magic trick consists of three parts or acts.
The first part is called the Pledge.
The magician shows you something ordinary.
The second act is called the Turn.
The magician takes the ordinary something...
... and makes it into something extraordinary.
But you wouldn't clap yet...
... Because making something disappear isn't enough.
You have to bring it back.
Now you're looking for the secret.
But you won't find it because, of course, you're not really looking.
You don't really want to work it out.
You want to be fooled."
The Prestige

Should firm fool customer?
Or should firm delight customer?
Who cares?!

Whatever wows customer...
That's what the firm should do.