This document discusses the concept of "magic" in user experience design and when there can be too much magic. It provides three examples of magic: 1) an app that automates car rental tasks, 2) an AI drawing app, and 3) Amazon Go stores that allow shopping without checkout. The document notes that magic can delight users and differentiate businesses, but too much magic without transparency can cause imagination to take over. It suggests giving users control and the option to opt in or ease into magical experiences. Maintaining a balance of magic is important to find the sweet spot.