That is because the object of one’s desire, such as riches or luxuries, can become so controlling in life that it takes on the role of a powerful god.
أَشْيَاءَ يُمْكِنُ أَنْ تُعِيقَنَا عَنْ تَقْدِيمِ تَعَبُّدِنَا ٱلْمُطْلَقِ لِيَهْوَهَ .‏