I am a bad theorist and never read Baudrillard. I've read some McLuhan, but not even much of that. But, yes, this has reminded me to get 'The Experience Economy' from a library. Back in '06 I went to a museum conference and the guy who wrote that, Jim Gilmore, was the speaker. I thought it would be terribly boring, but it was all about how museums have to stop just being stuff-depositories and start being experience-places, in order to be more successful. It was kind of creepy how we talked about the more modern fake Xmas trees being 'more real' than actual pine trees, but I see it derives from this directly.