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The chance to make history at the PDC World Darts Championship is a bigger motivation to Peter Wright than getting his hands on the record £1m winner's cheque, the Scot insists.
The 55-year-old is hoping to become Scotland's first three-time world champion at the tournament that got underway at Alexandra Palace in London on Thursday.
It's an achievement that would bring with it a top prize that is double the amount that went to reigning champion Luke Littler last year - as is the overall prize fund of £5m.
"Speaking from my point of view, it is mainly the titles, being world champion," Wright told BBC Scotland.
"Yes, the money helps, but no, it is being a world champion, when you first picked up a dart that is what you want to be – the world champion."
Wright, though, does admit that the eye-catching £1m top prize is likely "to inspire" more youngsters to take up the sport.
He begins his campaign on Monday against Noa-Lynn van Leuven of the Netherlands.
A record field will be chasing the record prize, with 128 players taking part – an increase of 32 from last year - and Wright puts that down to the current promoters.
"It is getting better and better every year obviously thanks to Barry Hearn and Eddie [Hearn]," the Scot suggested. "Those guys have done fantastic.
"Obviously Luke Littler and Beau Greaves, the two top, they are at the elite of their game, and that has boosted it for all of us. It is down to them that we have got this prize money now, so it is up to us to upset them and nick the money off them."
However, Wright will have to reverse a run of form he admits "has been absolutely atrocious" this year.
The former world number one has plunged down the rankings to 30th but is confident his tungsten tide will turn.
"For the past few months, I have been playing really well in practice, so there is no chance of me giving up," he said. "I am hitting nine darters in practice with loads of different set-ups and if I can do that then it is just transferring it on to the main stage."
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