I couldn't agree more with your notion that "delight" should be the marketing objective of any company. Convincing someone to visit your store or your website is hard word. In exchange for their money the consumer expects to be satisfied. The best companies exceed these expectations and transcend satisfaction to achieve delight.
It's particularly true in the case of our company Mimeo.com. We don't just seek delight, but promise it in all of our customer touchpoints through the promise "prepare to be delighted". We operate in the digital printing industry, and with most companies delivering inconvenience and mistakes, setting the bar at "delight" is not only differentiating, but sets the bar at a point that the cusotmer didn't even know could exist.