The journey or the destination?

If Moses had stood before a gathering of the children of Israel, and proclaimed "Follow me and I will take you through 40 years of desert and wilderness, hunger and thirst, war and persecution", how many would have signed up to follow him? However he proclaimed: "Follow me to a land flowing with milk and honey". The rest, as they say, is history - but was this an early demonstration of consumer marketing with a focus on the outcome not the cost? What we are seeing today is that we do need to consider the financial outcome as well as the destination we seek alongside the rigours of the tra...