I remember fishing as a kid and using worms for the bait, threading the hook thru the worms body, carefully covering all the brass so that the fish couldn't see the hook. I'm sure it looked delicious to that fish until the moment he actually attained the success of biting it - only to find it was it wasn't what he was expecting or really wanting.
This is exactly what is going on when the world's scorecard (media) tells us what we should pursue (the bait) - money, fame, power, sex,food, booze, drugs, fashion, etc. - all the things that look or sound possibly exciting - that will somehow improve our lives.
But there is always a hook.
Our job is to see it.