We can transform a priceless thing into a worthless one. Mishandle it, disrespect it, break it, leave it out in the rain. The compromise of the moment, the urgency of now, the lack of a long view–it's trivially easy to destroy things we think of as priceless.
But we can also transform the worthless into things valuable beyond measure. When we attach memories to something, it becomes worth treasuring. And when the tribe uses it to connect, we have a hard time imagining living without it.