What is intended by the phrase "and they were not rightly guided"?

Imām Ibn al-Jawzī (d. 597 AH / 1201 CE) summarized the scholars' opinions in his book "Zād al-Masīr" as follows:

1. According to Allāh's Pre-eternal Knowledge, they were not going to be guided.
2. They were not guided away from error.
3. They were not guided to the profitable trade enjoyed by the believers.
4. They were misguided (and foolish) when they chose to follow error.
5. It emphasises that they were blameworthy along with the fact they did not profit. Generally, a merchant may fail to profit but still be free of blame because he acted properly.