I can see exactly where your narrative hits that snag.
You need to establish character motives. WHAT is it about this treasure that makes this villain want shell out so much cash just to find? WHY is it special to him/her?
What did the villain in Indiana Jones want? The Holy Grail. Why? So he could live forever.
In Disney's Aladdin, why did Jafar want the lamp for himself? So he could use the three wishes granted to him to becoming more powerful than he already was as a sorcerer and take over the kingdom.
The fact that you can't "find the magic" in your villain's desire for this item is because you need to understand a) What the item is b) What the item does that motivates your villain to obtain it.
You should also consider where the atagonist ties in with the protagonist. Let's say, for example, the treasure map leads to a fountain of youth. Let's also say that you're protagonist has a dying friend or relative who cannot be cured any other way. That's one motive. Let's say your villain wants to live forever so he can wreck havoc upon the earth. That's the second motive.
Tl;dr - Understand your characters, understand what they want, and you'll understand your story. 