But look! Who is this entering the throne room? It’s our intrepid adventurer, Burt! He has managed to swim to the bottom of the very cold lake, and survived the deadly traps in the halls of the castle. He walks up to the throne directly and sits down next to the bones of the very old king.

He quite deliberately pulls the mobile phone from his pocket, and takes a picture of himself sitting with his arm around the shoulders of the skeleton next to him, the chest marked “Treasure” in plain view.

Then he posts the picture to Facebook, tags himself, and walks out of the throne room, leaves the castle, and swims back to the surface of the lake.

Burt did this because he knows what so few others will ever realise: No treasure is worth nearly as much to a man as a claim to superiority.