This is the business of selling dreams. Success comes to those who ensure that their customers can dream, or at least reach a special state of mind slightly detached from reality, free of obligation to be pleasured and reassured. A company can lure its customers into such a special state only if it understands the customer’s salient psychological traits

From Selling Dreams: How to make any product irresistible, p171 by Gian Luigi Longinotti-Buitoni (with Kip Longinotti-Buitoni)