Seeing the treasure...or looking off to the side?

This is what is meant by "you turned the back of your neck to me and not your face", as it is explained in various places in Chassidus, that they can be standing alongside a great treasure in the middle of the day -- and what treasure is greater than the one we have waited for over all the generations, which is the revelation of Moshiach Tzidkeinu? -- the treasure stands revealed and this is in the middle of the day, when the sun is shining strongly and the light is bright, never-the-less they don't see it because they are looking to the side, involved in other things.

Sicha of the Lubavitcher Rebbe, Parshas Va'era 5730