Sharing secrets: hiding things in plain sight generates a special connection between the site and its audience generates delight and generates a desire to share the secret.
kano model: customers have three needs: basic, performance, and excitement. technology and functionality fulfills basic needs, user analysis helps meet performance needs via ease-of-use, but unexpected delights and secrets meet the excitement needs.
These are notes from a session at sxsw interactive. My own take on topics are mixed in with what the presenters were actually saying, so do not assume all of this content is my own.