﴿ أُو۟لَٰٓئِكَ ٱلَّذِينَ ٱشْتَرَوُا۟ ٱلضَّلَٰلَةَ بِٱلْهُدَىٰ فَمَا رَبِحَت تِّجَٰرَتُهُمْ وَمَا كَانُوا۟ مُهْتَدِينَ ﴾

“[for] it is they who have taken error in exchange for guidance; and neither has their bargain brought them gain, nor have they found guidance [elsewhere].”

Those are they who have bought error for guidance that is they have exchanged the latter for the former; so their commerce has not profited them that is to say they have gained nothing from it indeed they have lost because their destination is the Fire made everlasting for them; nor are they guided in what they did.