Is fun the key to business success?

The inevitable convergence of happy minds recently led me to Howard Rheingold's comments on Douglas Rushkoff's new book Get Back in the Box. I've known Rheingold for many years. Rushkoff is a new discovery for me. Both have consistently demonstrated a profound, and extremely pragmatic sense of playfulness. I quote:

"Is fun the key to business success? Why compete for scarce resources when you can cooperate to make them abundant instead of scarce? What lies beyond 'us' versus 'them,' and how do you get there? Rushkoff asks the questions consultants and their clients never dare ask -- and provides hundreds of real-world examples of how people and businesses have answered them creatively, passionately, collaboratively, playfully, and successfully."

What do you think? Is it possible that fun really is the key to business success? And don't you ever so deeply and thoroughly hope so?