They don't. They're a magic shop. They're a good one, but we never really saw what the "guarded, underground" whatever it was that they were talking about. I expected a dvd, book, or some other such thing that would teach some principle or theory that elite magicians had kept amongst themselves because that's what we were led to believe we were getting. Instead we got a magic store. It's a good one, don't get me wrong, but in the end it's just another store, not some new theory that will take magic to the next level.