The big prize isn’t Archie’s head ... it is Riverdale, Jug.
Jughead: Was it a quest from her master? Is Hiram more than the “Man in Black,” is he the Gargoyle King?
Gladys: You are so caught up in this damn game, you can’t see three feet in front of you. The big prize isn’t Archie’s head ... it is Riverdale, Jug. If you had your wits about you, you would realize that Hiram chased you out of town just to get you off the chessboard, so you were as far away from Riverdale when he made his big play.
Jughead: So, it’s not about ascending to the kingdom, it’s about claiming the kingdom.