marketsurfer, now I get what you mean. Yes, the price is substantial and ongoing. I imagine that most people aren't willing to pay "that" price.
pabst, you're right, this is a difficult subject to explain because it encompasses so much. I only know about Faulkner from the Market Wizard interview, but I suspect that bandler is far more subtle. Bandler works with the assumption that virtually everything is hypnosis because of the way in which language works. To put it another way, we basically live in hypnosis. One of his first books, "The Structure of Magic" explains how language works. It's not an easy read, but I find it fascinating. Basically, there are multiple layers of meaning to any sentence. There is surface structure and deep structure. Between, are the concepts of deletion, generalization and distortion. This accounts for the great ambiguity in language and explains why peoples representations (memory) of the same events can and will be very different.
By gaining rapport (through a specific pacing methodology) and then distracting the conscious mind with the surface structure of language, and speaking to the unconscious part of the mind with the deep structure, you can literally hypnotize someone in regular conversation without you even noticing.
Milton Erikson was renowned for this. Early on in his career, hypnosis was taboo (the AMA tried to oust him several times as he was an MD) so he "hid" his inductions in conversation. In one instance, a secretary complained of horrible migraines, and he couldn't overtly put her into a trance. So instead, he "dictated" to her. In minutes the migraine was gone.
Something I think important to point out is what exactly is a trance. It is nothing more than an altered state. By that definition, a mere change in emotion can be called a trance state. You do not need to be in a deep (somnambulistic) trance to benefit from hypnosis. Often, I will just start talking to myself in a suitable tone and tempo, and in a moment or two I will really be out of it. I find it a great way to relax/meditate or to block out unwanted but unavoidable nuisance like street noise.
I hope this helps a little. I'll certainly try to answer any questions. The more specific you can be, the better I'll be able to answer.