Voided ambition, vanity, cupidity, exaction, usury. With wealth, however, came a spirit of worldliness and cupidity. Reversed, the card represents desire, cupidity, envy, jealousy and illusion. The word "cupiditas" is ambiguous, as it may also mean "cupidity", or "strong desire". Cupidity Love Stories commercial ad campaign in 2014. It is also cupidity that is said to have destroyed their good working relationship. They were recognized at Worms, however, where the treasure excited the cupidity of Guntharius.