And the leaders who disbelieved from his people, that is, their nobles, said to those beneath them, discouraging them from faith, "If you follow Shu'ayb, then you will surely be losers," for you are exchanging misguidance for guidance. As Allah, the Exalted, said: "Those are the ones who have exchanged misguidance for guidance, so their trade has not profited them." It is said: You will lose by following him the benefits of cheating and fraud, for he forbids you from them and compels you to fulfill and to be fair. If you say: What is the answer to the oath that is preceded by the 'lam' in 'If you follow Shu'ayb' and the answer to the condition? I say: His saying 'Then you will surely be losers' suffices as the answer to both. Those who denied Shu'ayb are the subject, and their news is as if they had not dwelled therein. And likewise, they were the losers. In this beginning, there is a meaning of exclusivity, as if it were said: Those who denied Shu'ayb are the ones specifically mentioned as having been destroyed and uprooted, as if they had not remained in their abode, for those who followed Shu'ayb were saved by Allah. Those who denied Shu'ayb are specifically mentioned as having suffered great loss, unlike his followers, for they are the winners. In this resumption and beginning, and this repetition, there is an emphasis on refuting the words of the leaders to their followers, mocking their opinion, ridiculing their advice to their people, and expressing amazement at what happened to them.