The saying "all that glitters is not gold" means that anything that looks so sparkling, nice, or rich, may turn out to be fool's gold or fake.
In concrete terms, a shiny new watch may look like it is 24-carat solid gold, but it may only be gold-plated (covering of a thin gold or gold-color over another cheap metal).
In abstract terms, a person may see dollar signs when introduced to a "really great deal", but if the person investigates the deal they may often find it is not worth the paper the deal is printed on.
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