What’s in it for me?

A man was making his way through the desert when he stumbled across a beautiful young woman buried up to her neck in the sand - a punishment of sorts, he thought. Her clothes lay in a pile close to her and the shovel used to dig her in lay close by. She plead with him, PLEASE dig me out of here. The man pondered the onerous task for a while and then said, if I do what’s in it for me? Her reply: sand.