"What Is the World to Me"

Near the end of September, I watched the Concordia University Wisconsin chapel service from the 23rd.  The hymn was "What Is the World to Me," and I noticed a small feature at the beginning of the first verse.

The hymn starts with the lines "What is the world to me / With all its vaunted pleasure," sung to these phrases from the tune "Was frag' ich nach der Welt":

"Pleasure" is sung with a melisma (E D C), lending a sense of the entirety or breadth of "all."  That the word is sung to all different pitches may contribute to this, too.