Enchantment or advancement.

[Lalwendë]

Some people will be drawn to 'dark' things that have a sinister story attached to them - which is why they now often knock down houses where famous murders have happened as ghoulish people often go to visit them. Most people would avoid things like that with a wide berth, knowing the stories.

I wonder if Bilbo would have left The Ring, had he known exactly what it was? I like to think he would, as his character wasn't the type that would be drawn to take it, more to run away from such a thing! He'd still have loved the story of it though.