Life everlasting. It's why religion got invented and it's why religion stays invented. What else matters more than not dying?
Think about the squalid, sh*tty reasons that people murder each other in large numbers now. Oil, the drug trade, control over occupied territories, and the word Occupied. Water, God's true name, His true will, who owns access to Him. The astonishing belief that Iraq can be turned into Sweden by deposing its dictator and smashing the place up a bit.