In a particular obscure book of magic from the past, often called a "Grimoire", there was a certain set of rituals.
What's interesting about these particular rituals, is that their intent as stated was to find great treasure upon culmination.
In performing the long process of performing the rituals, along the way one must be won: A spirit lady herself, who came in many forms, however: Each was completely individually perfect as far as her ability to completely enthrall and raise the passions of the mage performing the process.
She became his greatest attaction and focus, intensifying his ability to finish the rituals. This would happen for each and every mage who performed the rituals to find the great treasure.
They were each loved completely and fully, as no woman had ever loved them before.
In the end it seems that by all accounts that the information about the great treasure never panned out.
Upon their disappointment, the mages would go their way eagle-eyed to a different pursuit, leaving the book, the spirit lady, and any hope of finding the treasure behind them.
What fools! If only the mages had understood.
The irony, and what is easily seen is that the great treasure was always the woman herself.
She still waits...
Unless one of us has found her, of course :)