Here's a Surprise paradox.
On one hand, Surprise is a journey. Once you get there, you have to start all over again. Its original effect dies.
On the other hand, once a Surprise is finished for you, it can still bring you an almost equal pleasure by turning someone else onto it . That's why all great Surprises benefit from a virtuous circle of word-of-mouth marketing; in Seth Godin parlance, they give rise to armies of sneezers. Just think about the last time something really Powed You Right Between The Eyes. How quickly did you tell somebody? How many people did you tell?
This viral element is crucial for the growth of any Surprise. Like a ghost, the spirit lives on long after the original has ceased to be.