The manner in which many social engineers these days conduct their exercises is flawed and perpetuates a poor mentality. The Focus recently in the community is that social engineering is telling a good lie or making a good counterfeit. The reason this sucks is because it relies on the victim interpreting external input and reacting to it. The goal should be to cause an internal reaction. Don't tell some one to jump in the river, take them to the river then convince them they are on fire (or just set them on fire).