Something is funny when it's unexpected. Something is scary when it's unexpected. Something is surprising when it's unexpected. Something is interesting when it's unexpected. Something is effective when it's unexpected.
Hush... hush ... the Teacher opens the window and we hear him playing the music of the city. The city is his instrument. This is amazing, we could not even imagine that it is possible. A skilled musician can extract music from any instrument, even from silence.
Who surprised-the won, ... another question is, why do you keep winning? The principle of "you scratch my back and I'll scratch yours" requires a balance. Give people joy, give them the opportunity to surprise you and be amazing. Be surprised and people will surprise you.