The Value of Knowledge

Something occurred to me recently and I wanted to put it out here for your input. Do we really value what we know? I know sinners who know the Bible and actually would have a very sound theology to live their life with - if they choose to do so. But that knowledge has no value to them. It's like the guy who has the knowledge to make a million dollars quickly, legally and easily, but doesn't do it because - he doesn't want a million dollars. So why doesn't knowledge change us?