How much will it cost me?

By putting together the story from the perspective of all three of the synoptic gospels we learn quite a bit about this man who came to Jesus. In Matthews Gospel we learn he was young, under forty, and in Luke we learn that at the same time he was a ruler. Being a ruler tells us that he was religious. From a human standpoint this guy had it going on. His problem was his goal didn't line up with what he was willing to pay. Some people just don't like the cost of what they want.