For me, it's the process. I never do 'matching' blocks anymore, choosing instead to design and make quilts that are dimensional or optical patterns or are small art or mixed media quilts.
It's all about the journey and what I learn along the way. Sometimes the side roads are the best part. Sometimes it's even a dead end, but the lessons learned make those worthwhile just the same. It's never about getting to the end by the shortest route...you see so much more by bicycle than by jet plane. :D