People don't value things that they receive easily or with little effort. Free things they value least because they have invested nothing to get them.
In order for someone to appropriately value and truly appreciate something, they need to have gone through the cycle of earning it.
If it is an item or service that was purchased, they need to have traded their talent, time and effort to earn the amount of money required to purchase it.
If it is a coveted skill, they need to have given their dedication, time, blood, sweat and frustration in practice to learn it. (If it doesn't take much of these things to learn, the skill, it's probably not worth having).
The quickest way to devalue an item is to give it to someone who has nothing invested in it, wasn't really looking for it and won't do anything with it anyway.