Magic By Misdirection:

Introdection:
When a magician steps out in front of an audience, lie does so as an entertainer. The fact that he is a magician is entirely secondary, from the viewpoint of his spectators. While it is true that the audience may be there because he is a magician, it is even more true that his spectators are there because they expect to be entertained-entertained by magic. Very frequently even this is not true. Many times the audience is there to be entertained, without consideration being given as to the particular kind of entertainment. Most frequently, perhaps, the magician is merely one of several types of entertainers.

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