﴿ 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].”

(These are they who purchase error at the price of guidance), they chose disbelief instead of faith and exchanged guidance with error, (so their commerce did not prosper), they did not prosper in their bargain but on the contrary (neither were they guided) to overcome their error.