Treasure is a keyword on some Gear that denotes that the particular card cannot be purchased with Wealth. Treasure can usually be sold with no special difficulty. Gear without the Treasure keyword can be bought in shops unless special restrictions are in place.

Treasure is intended to represent rare, unique, or story-based objects. It may also be used for Gear that is potentially too powerful if easily acquired with Wealth, allowing the DM to limit availability of the Gear in play.

Treasure is typically undervalued in Wealth for its power. Since it has to be awarded by the DM, it should be considered a precious acquisition worth keeping. However, if it has a high Wealth value comparable to its power, this could substantially derail a player's plan for their character going by the Wealth By Level chart, resulting in pressure to sell it rather than keep it.

If a player doesn't really want a given Treasure (particularly if it was awarded rather randomly and has no particular story or emotional value), it could be worthwhile to add a scenario or sequence of scenarios that involve the party trying to seek an interested buyer to receive a more reasonable price for a given Treasure. Since this becomes a mini-adventure of its own with scenario rewards tied into the sale of the Treasure, it's fine for players to get more Wealth taking this route.