There is a method to mystery, and a road map to fascination. Both can be discussed in terms of ingredients. The harder it is to scare up all the spices, the more people prick up their ears when you describe the soup. People open their wallets without resistence when they are trying to obtain some intangible thing that important people have. Mystery is as much in the description of objects associated with power as it is in assembling the graven images that look like the supernatural.
The property of being clandestined figures neatly into the occult. The secret ingredient in Crest. Here, one of my favorite limericks from a National Lampoon bought in the 1970s:
A hygienic young woman out west
asked the cowboy who sat on her chest
will this cause tooth decay
why no mam I've heard say
it's the secret ingredient in Crest
For mystical reasons, this dumb limerick still makes me laugh.