The direct marketing industry needs a lot more people with cojones. And imagination. And decent math skills.
Here's some simple arithmetic: Let's say a direct marketer videotapes a relevant stunt at a cost of X dollars. He uses the video in email marketing and it boosts clickthroughs by a big fat margin. While he's at it, he places a clip on his home page and it instantly becomes the most clicked portion of the page. Just for kicks, he posts the video on YouTube and sees a nice bump in website traffic. To top it all off, he circulates a news release and the stunt makes news that results directly in (you guessed it) way more website visits.
The bottom line of that seemingly frivolous stunt could be exponentially greater than X. Don't doubt the dance, my friends.