 There were also pleasant smelling and inviting materials, such as sweets, that the horseman could keep in their pocket in order to calm, attract, and subdue a crazed horse.Keeping these techniques secret, along with the myth that there was a word that only the horseman knew that gave them and them alone power over horses helped guarantee their reputation, prestige, job security, and pay.The same type of logic and protection of trade secrets can be seen among modern magicians who keep their tricks secret and only share them with other members of their trade.