When Joseph Pine & James Gilmore wrote 'Work is a theater & business a stage , what they meant was like theater artists completely immersed in their performance on stage , entire enterprise (irrespective of their business) has to immersed in creating better customer experience on these three criteria : need , ease and delight.
Magic lies in immersion. Magic always holds people's attention and magical performance becomes talk of the town. What magical performance does in times of social media is common sense by now.
Someone may wish to see what immersion and magic means , for them this Ted Performance will be useful. If this 'yo yo' to can be a subject of mastery I think anything in the world is worth mastering and has potential to hold people's attention.
As far as business is concerned goal of mastering magical customer experience creation is worth pursuing.