Students choose to attend expensive colleges but don't major in engineering because the courses are killer.
Doing more than the customary amount of customer service is expensive, time-consuming and hard to sustain.
Raising money for short-term urgent projects is easier than finding support for the long, difficult work of changing the culture and the infrastructure.
Finding a new path up the mountain is far more difficult than hiring a sherpa and following the tried and true path. Of course it is. That's precisely why it's scarce and valuable.
The word economy comes from the Greek and the French, and is based on the concept of scarcity. The only things that are scarce in the world of connection and services and the net are the things that are difficult, and the only things that are valuable are the things that are scarce. When we intentionally seek out the difficult tasks, we're much more likely to actually create value.