In a eulogy of sorts for the alternative weekly The New Haven Advocate, journalist Paul Bass used the often misleading cupidity when he wrote: 

The cause of death was a changed media landscape combined with corporate cluelessness and cupidity.

Cupidity's a word that even the best of us get confused by, because we see cupid and blithely follow this Red Herring of a morphology clue. "Doesn't it have something to do with love?" we ask ourselves. 

But, sadly for the romantics among us, there is no spicy love story to be had in the Advocate's demise. The word cupidity has nothing to do with love. Cupidity is a synonym for greed.  

As with many misunderstandings (of the romantic nature at least), the fault lies with cupid. Cupid, the Greek God of love, infatuation, and romantic desire is a figure most of us have heard of. We've heard about Cupid's arrow, we've seen Valentine's Day iconography, we've sampled candy in the shape of this winged creature. So we assume we know enough about cupid and thus cupidity to get by. We don't look any closer. 

If we did, we might find ourselves immersed in The Online Etymological Dictionary, where we learn that both cupid and cupidity descend from the Latin cupere which means "to desire." You desire a love object. You desire wealth. At some point you desire an understanding of the ways that word roots, like Cupid's arrows, are not always what they seem.