I don't understand the emphasis on Fibonacci's "magic number." Phi applies mainly to static or correlative (not causative) relationships. Correlative in the sense of long term evolutionary relationships like the Tasmanian Wolf and Timber Wolf. PI is more significant in dynamic relationships like streams turning to lakes. Understanding fractals in complex systems requires multidimensional analysis that hasn't even been invented yet.
i don't understand it either. but so many ppl use them, it often is a self fulfilling prophesy.