I know butterflying isn't yet as popular as birding, but I know those bird people go nuts when we get reports of rare birds. Since Florida is a flyover zone, we sometimes get weird visitors - animals and people!
I'm friends with the Great Florida Birding Trail on Facebook and they post "Rare Bird Alerts" when someone spots something cool. And then everyone runs out to go see it, too. I think that's kind of fun. It's always neat to see something unexpected. Also, seeing it in a book just isn't the same as seeing it in the wild. Even as much as I love butterfly exhibits, I still think it's so much cooler to see them in their natural habitat.