From the very start of any rp session, a DM has to be mindful about one thing and one thing alone: balance.
Sad to say, I have been guilty of breaking this one cardinal rule of role playing, but in my defence I will say it was done out of pure ignorance, and the fact I was a DM virgin ... plus I had a tendency to want my players to really enjoy my games, and before you know it, you yourself are being swept along on a coaster roller ride of sheer magic, mayhem and money!
"Gold". Mention that word around any role playing table and see the avarice glow appear in your players' eyes, that is, unless you mention the 'P' word: platinum - then your players would sell their mother (rp mother, I hasten to add) to get their filthy, grubby paws on such loot.
The only thing that comes close to this is the mention of tea, coffee and biscuits, then something similar occurs (and I don't mean to brag here, but apparently, I do make a pretty mean cup of tea!).