You don't have to automate the parsing of queries to produce leverage here. Every time they answer a query successfully, I would imagine they add that to an internal repository of information. So the technology play would be less on the "figure out what they want" front and more on the "deliver exactly what they want" front.

Need an on demand helicopter in NYC? Great, Magic knows just who to call for that because they already did it for Justin Kan. Need to rent the Exploratorium? Great, they can do that too.

For more common requests that fit neatly into other on-demand services offering, they could ostensibly partner directly with those folks and integrate with them. That way, Magic could have their own master dashboard to purchase services with minimal effort.