Something in our human nature longs for that experience of complete emotional absorption, that magical moment when we are swept away. It is passion that entertains us. When a book is written without passion, you lose interest. When a team plays without passion, the game becomes boring. "These guys are asleep," a fan complains. To feed this appetite, we reward those who can stir our emotions to the greatest heights. Actors, athletes and rock musicians make millions because they know how to turn on our passion.