It what Jesus taught active in the lives of living men and women. In almost anything else, a commodity is greatly desired in its purest form, but, it doesn't seem to be that way with Christianity. The idea of searching for and attaining the original, the pure, unadulterated form is frowned upon. Faithfulness is successful Christian living. Anyone who says living faithfully is easy, probably isn't living faithfully.
Winners are quick to say that one necessary ingredient to achieving is loving what is involved.
People who do not love heavenly things will be very unconfortable in heaven, should that be their destiny.