i think caubeck has defined it quite distincly its not what you get its what handling you lern that is what you pay for.But when you read the instructions it tells you how to use it in a totally original way that will amaze everyone! That's why you're paying for the secret, not the material itself.
you can levitate useing a bit of bees wax and a tree branch for free but thats not going to tell you how to amaze the spectators or how to disquise the tree branch, it wont tell you which tree branch type is best or how to extract the bees wax without getting stung.
with most tricks like melt for example what you get is tat but the acompaning routine's and handling instructions alow you to do an amazing vanish that dosn't look possible and leads you on to ideas of your own.