If it did not have these irrational associations, gold would be used a lot more, mainly in catalysts. E.g., the best low-temperature ammonia synthesis catalysts

If it did not have these irrational associations, gold would be used a lot more, mainly in catalysts. E.g., the best low-temperature ammonia synthesis catalysts use gold. The "natural" value of gold can be surmised by looking at platinum, palladium, and iridium, used more industrially.