But you paid no heed to it...

Anas ibn Maalik, radhiAllaahu 'anhu, narrated that the Messenger of Allaah, sallAllaahu 'alayhi wa sallam, said, 

"It would be said to the non-believers on the Day of Ressurection: If you were to possess gold, filling the whole earth, would you like to secure your freedom by paying that? He would say: Yes. Thereupon it would be said to him: Something easier (than this) was demanded from you (but you paid no heed to it)."

[Muslim]