There are "deep idols" within the heart beneath the more concrete and visible "surface idols" that we serve.Counterfeit Gods p64&65
Sin in our hearts affects our basic motivational drives so they become idolatrous, "deep idols." Some people are strongly motivated by a desire for influence and power, while others are more excited by approval and appreciation [or comfort or security]....people with the deep idol of power do not mind being unpopular in order to gain influence. People who are most motivated by approval are the opposite - they will gladly lose power and control as long as everyone thinks well of them. Each deep idol...generates a different set of fears and a different set of hopes.
He goes onto show, as an example, how money can be an idol but expresses differently depending on the underlying deep idol - money used to control others or to attain social standing or to buy security etc.