I think there is a certain assumption that the information provided in manuals should be correct. I also think there is assumption that tools (such as the index) should be present for users so they can get in and get out. What is missing though is an element of passion that can be expressed through documentation with a touch of artistic design.
This does not mean that single sourcing is not an option or that you must print on glossy paper. It means that the reader has the potential to enjoy the documentation. Take for example PHP.net documentation. One great asset is its comment section that provides code samples and helpful functions along with potential pitfalls. The PHP docs are not pretty but they do inspire in they are full of helpful comments that describe the community behind PHP.
Marketing is meant to get people interested in using the product and saying that documentation should do the same thing seems like a pretty good idea to me.
Easy to say, hard to do. Especially hard to do when you have a worldwide audience, people who will either read translated versions of the docs (specifically, "localized" to their local culture) and readers who will read in English as a second (or third ...) language.
My thoughts:
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