It's the initiatory or transformative function of a story that (at least in part) makes it a myth. This is one of the places corporate mythology fails, since the only sanctioned activity within its bounds is consumption or production. That mono-myth has overrun all else in our culture, not the "hero" (with a thousand faces.) Within this framework, I only have "value" based on what I can consume or provide for consumption. Though these things are an obvious necessary element of life, they are the exclusive focus of the first chakra in the Kundalini model of psychic awareness: a worm that exists purely to eat through one end and shit out the other.
(Also note to self, look at this)