Until its application in EM shielding, electrical connectors, etc, it seems that gold was merely something pretty to look at (a.k.a. «shiny rock syndrome»)- but otherwise had no «value», other than its relative rareness. (money.stackexchange.com)
Perceived rareness makes animals more appealing to collectors and the increasingly limited supply pushes their price up on the black market, making illegal trapping and hunting more lucrative. (scientificamerican.com)
Admire its beauty and rareness from both the outside and the inside! (lonelyplanet.com)