Today’s magic ads are disappointing, primarily due to overwhelming music, poor edits(I’m looking at you specifically Egyptian Ink), and exaggerated claims without substantiation. A recent ad for a “bill in lemon” trick exemplifies this issue. The ad makes numerous assertions but fails to demonstrate the trick itself. Nowadays, it’s prudent to steer clear of any new trick without an uncut demonstration video; lack thereof implies that the so-called ‘invisible move’ isn’t as invisible as touted. In earlier times, magic shops provided live demonstrations, aiding purchase decisions. But with these shops dwindling rapidly, the onus is now on magicians to craft compelling performance videos for their tricks. If the demonstration doesn’t impress you, there’s no need to purchase the trick.