We receive pleasure dressed in some corporeal form. Let’s take for example money, we suffer terribly when it’s taken from us, especially if we didn’t manage to exchange it for a bigger pleasure. If you buy a sweet and enjoy its taste – you are happy to pay for it. But if you pay for it and find out that it’s broken it will cause you to suffer, because you paid for nothing. The desire for money is more primitive than the desire for honor; it is a desire to snatch everything and attach it to oneself.
Courtesy of http://www.youtube.com/watch?v=rkRIbUT6u7Q